WHO matters, but it's definitely not more important than WHY. Who changes as people come and go — as they receive better offers or more significant job titles

WHO matters, but it's definitely not more important than WHY. Who changes as people come and go — as they receive better offers or more significant job titles elsewhere. Staff will always turn over for reasons in your control (and reasons outside of your control). But, if you have a strong WHY people will be able to rally towards a unique or differentiated idea. A strong WHY demands principles. Tactics can come later.