Ethos - the distinguishing character, sentiment, moral nature, or guiding beliefs of a person, group, or institution.
A major part of the allure of owning one’s own business is the ability to operate in the way one feels is best. So here is an outline of our business ethics:
The Baja Street Corn Story
"Baja" - AKA Estado Libre y Soberano de Baja California Sur (Free and Sovereign State of South Lower California) is one of the tiniest of the Mexican states, sitting at the tip of the Baja California peninsula, between the Pacific Ocean and Gulf of California (f. Sea of Cortez).
The number five is special. In my own walnut brain, I see the number five in the style of the five dollar bill, bold with round serifs and golden, glowing strokes emanating like a sunburst.
Poetic, right? Such flourish is warranted because, in the business start-up world, the five year mark is the milestone of 'making it'. People who seem to know say: if you can get to five years, your business is a success.