Joel, I'm impressed that you documented your idea of company culture in such an early phase. I've learned that agreed ideas about company culture play more important role in a startup than usually given credit to. If the founding team has strong shared understanding of culture, they don't necessarily need to be explicit, but I think it would be beneficial for many startups to write a few key ideas down, to make sure that everybody is on the same page.

Question: Did you learn this hard way from your previous companies, or was it suggested by a mentor, or was it obvious to you from the beginning that it is good idea to write them down?