In this conversation, William Welser, co-founder and CEO of Lotic, discusses the mission of his company and the importance of understanding one's own story and context. He shares his motivation to help humans gain better insights about themselves through data and how his upbringing in a military family influenced his values. William also talks about the diverse team he has built and the core values they embody. In this conversation, William discusses the importance of water as a symbol of navigating change and the significance of the challenge coin in capturing company values. He highlights the values of curiosity, inclusivity, expertise, purposeful action, dynamism, deliberation, and authenticity. William emphasizes the role of soft skills in recruiting and building a mission-driven company. He also explores the impact of technology on interpersonal connections and the need for kindness in leadership and success. Takeaways Lotic is an insights company that uses behavioral science and AI to help individuals understand their own stories and make better decisions. The mission of Lodic is to empower individuals by giving them agency over their own data and using technology to close gaps in society. Building a diverse team with different backgrounds and perspectives is crucial for tackling complex problems and fostering innovation. Core values such as humility, curiosity, and creating a safe space for collaboration are key to building a successful team. Water serves as a powerful symbol for navigating change and adapting to the fast-moving river of technology and societal change. The challenge coin captures company values and serves as a reminder of the importance of curiosity, inclusivity, expertise, purposeful action, dynamism, deliberation, and authenticity. Soft skills, such as active listening, are crucial in recruiting and building a team that aligns with company values. Kindness plays a vital role in leadership and success, allowing for effective communication, feedback, and the creation of an inclusive and authentic environment. Chapters 00:00 - Introduction and South By Southwest Experience 03:00 - The Mission of Lodic 11:14 - Motivation to Help Humans Understand Themselves 25:57 - Building a Quality Team 31:56 - Core Values Embodied by the Team 33:07 - The Importance of Water and Navigating Change 34:01 - The Symbolism of the Challenge Coin 34:32 - Values: Curiosity, Inclusivity, Expertise, Purposeful, Dynamic, Deliberate, Authentic 35:39 - Soft Skills and Recruiting 36:09 - Building a Mission-Driven Company 37:21 - Creating an Inclusive and Authentic Environment 37:40 - The Role of Kindness in Success 47:56 - The Impact of Technology on Interpersonal Connections 56:31 - The Power of Kindness