04. TOOLS FOR CRAFTING CULTURE WHAT’S AHEAD Draw The Owl And Other Company Values You Didn’t Know You Should Have Over his career at Amazon, StubHub and Twilio, Jeff Lawson has become an outspoken teacher and student of company values. In this article, the co-founder and CEO shares vulnerable and victorious examples from Twilio to bring granularity, precision and process to a notoriously ambiguous topic. He deconstructs his efforts to shape company values into three stages: articulating, living and changing them. 95