Should values be sentence case? #4902 (#4941)

* Should values be sentence case? #4902

All edits are recorded by line:
45 added “Think and make” to the beginning; deleted “be” before “customer”; replaced “customer first” with “customer-first”; added “choices.” to the end.
56 replaced “consider” with “Consider”; added “.” after “counterpart”
57 replaced “for” with “For”; added “keep in mind” before “customer”
58 replaced “ask” with “Ask”; replaced “like” with “in a way”; added “.” after “asked”
59 replaced “assume” with “Assume”; added “others have” after “assume”; added “.” after “intent”
60 replaced “be kind” with “Be kind.”
61 replaced “quickly with “Quickly”; replaced “where” with “when”; replaced “was” with “is”; added “.” after “requested”
62 replaced “be punctual” with “Be punctual.”
63 replaced “end” with “End”; added “.” after “time”
64 replace “role” with “Role”; added “.” after “user”
65 replaced “don’t” with “Don’t”; added “.” after “understand”
66 replaced “developers” with “Developers”; added “.” after “docs)”
67 replaced “contributor” with “Contributor”; added “.” after “first)”
68 replaced “bugs” with “Bugs”; added “.” after “users”
69 added “Create” to the beginning; replaced “patch” with “patches”; added “.” after “deployments)”
70 replaced “confusing” with “Confusing”; deleted “,” after “helpless” added “.” after “despair”
71 replaced “error” with “Error”; added “.” after “them)”
72 replaced “help text” with “help-text”; added “.” after “them)”
73 replace “hospitality” with “Invest in hospitality.”
74 replaced “be a helper” with “Be a helper.”; replaced “mr. rogers” with “Mr. Rogers”
75 replace “think” with “Think”; added “.” after "things”
76 replace “use” with “Use”; added “.” after “actions”
77 replaced “talking” with “Talking”; added “.” after “spent”
78 replaced “embrace” with “Embrace”; added”.” after “contagious)”
79 replaced “make” with “Make”; added “.” after “meetings”
80 replaced “be” with “Be”; added “.” after “generous”
81 replaced “apply” with “Apply”; added “.” after “Fleet”
82 replaced “be our guest” with “Treat everyone as our guest.”
83 replaced  “better humanity” with “Better humanity.”
90 replaced “take responsibility” with “Take responsibility.”
91 replaced “think” with “Think”; added “.” after “owner”
92 replaced “follow” with “Follow”; added “.” after “words)”
93 replaced “own” with “Own”;  added “your” after “to”; added “.” after “mistakes”
94 replaced “understand” with “Understand”; replaced “it matters”with “our goals matter”; added “.” after “matters”; deleted “(the goals of the work you are doing)”
95 replaced “consider” with “Consider”; added “the” before “business”; added “the” before “consider”; added “.” after “maintenance)”
96 replaced “do” with “Do”; added “.” after “sometimes”
97 replaced “be responsive” with “Be responsive.”
98 replaced “respond” with “Respond”; added “.” after “moment”
99 replaced “when” with “When”; added “.” after “anyway”
100 replaced “prefer” with “Favor”;  replaced “calls to” with “over”; added “calls” after “long”; replaced “,” with “or”; added “.” after “Slack”
101 replaced “procrastination” with “Procrastination”; added “,” after “out)”
102 replaced “we” with “We”; added “.” after “together”
103 replaced “think” with “Think”; added “.” after “goals”
104 replaced “success” with “Success”; replaced “==“ with “equals”; added “.” after “customers”
105 replaced “you're” with “You're”; deleted “ -“ after “this”; added “(“ before “there’s”; added “).” after “help”
106 replaced “don’t” with “Don’t”; added “.” after “teams)”
107 replaced “be” with “be”; replaced “: “ with “ (“; added “of” after “regardless”; added “).” after “what”
108 added “Finish your work all the way before moving to something new.” to the begining; deleted “.get all the way done;”; added “(“ before “help”; added “)” after “value”
109 replaced “take” with “Take”; added “.” after “work”
110 replaced “be efficient   (your time is valuable, your work matters, and your focus is a finite resource; it matters how you spend it)” with “Be efficient with your valuable and finite time (your work matters so it matters how you spend your time).”
111 replaced “you” with “You”; added “.” after “thoughtful”
112 replaced “reread” with “Reread”; added “.” after “users”
113 replaced “take” with “Take”; added  “.” after “merit)”
114 replaced “think” with “Think”; added “.” after “principles”
115 replaced “use” with “Use”; added “.” after “is)”
116 replace “you” with “You”; added “.” after “care)”
117 replaced “better results” with “Better results.”
122 replaced “iterate” with “Iterate your work.”
123 added “Work in” before “baby”; added “.” after “steps”
124 replaced “pick” with “Pick”; added “.” after “can)”
125 replaced “think” with “Think”; added “.” after “now”
126 replaced “look” with “Look”; deleted “what if”; replaced “is” with “may be”l deleted “?” after “solution”; added “.” after “solution)”
127 replaced “move quickly” with “Move quickly.”
128 replaced “everything is in draft” with “Everything is in draft.”
129 replaced “think” with “Think”; added “so you can work quickly.” after “fast”; deleted “
130 replaced “aim” with “Aim”; added “results” after “deliver”; added “.” after “daily”
131 replaced “move” with “Move”; replace “quicker” with “faster”; added “.” after “know”
132 replaced “resist” with “Resist”; replaced “;” with “and”; added “.” after “bike-shedding”
133 added “Remember,” to the beginning; added “.” after “more”
134 replaced “focus” with “Focus”; added “.” after “time”
135 added “Go with” to the beginning; added “.” after “solutions”
136 replaced “finish” with “Finish”; added “else after “someone”; added “.” after “it”
137 replaced “keep” with “Keep”; added “.” after “life)”
138 replaced “use” with “Use”; replaced “==“ with “equals”; added “.” after “work)”
139 replaced “as” with “As”; added “.” after “Pascal)”
140 replaced “make” with “Make”; added “.” after “self-care”
141 replaced “to” with “This”; replaced “help” with “helps”; added “.” after “etc”
142 replaced “consider” with “Consider”; added “.” after “walk”
143 replaced “take” with “Take”; replaced “; “ with “ (“; added “).” after “time”
144 replaced “think” with “Think”; added “.” after “focus”
145 replaced “better focus” with “Better focus.”
151 replaced “be curious” with “Be curious.”
152 replaced “ask” with “Ask”; deleted “truly” after “to”; added “genuinely.” to the end
153 replaced “listen” with “Listen”; replaced “genuinely” with “truly”; added “.” after “criticism)”
154 replaced “see” with “See”; added “.” after “time)”
155 replaced “question” with “Question”; deleted “()” around “"why do I think this?””; added “.” after “"why do I think this?””
156 replaced “underpromise” with “Underpromise”; added “with your work.” to the end
157 replaced “quality” with “Quality”; added “.” after “anticipate”
158 replaced “be” with “Be”; added “.” after “have”
159 replaced “be” with “Be”; replaced “(“ with “and”; replaced “; “ with “(“; added “.” after “handling)”
160 replaced “prioritize” with “Prioritize”; added “the” after “Prioritize”; added “.” after “(reality)”
161 added “Don’t resist” before “being”; replaced “be” with “being”; added “and always” before “show”; added “.” after “right)”
162 added “Proceed boldly, but change your mind in the face of new evidence (“ to the beginning; replace   “(proceed boldly, but change your mind in the face of new evidence)” with “).”
163 replaced “avoid” with “Avoid”; added “the” before “sunk”; added “.” after “it)”
164 replaced “be” with “Be”; deleted “,” after “win”; added “.” after “win”)”
165 replaced “give” with “Give”; replaced “;” with “(“; added “).” after “favoritism”
166 added “Work based on” to the beginning; added “.” after “commentary”
167 replaced “speak” with “Speak”; added “.” after “computers”
168 replaced “a” with “A”; added “.” after “good”
169 replaced “when” with “When”; added “.” after “method”
170 added “This is” to the beginning; added “vital” after “especially”; deleted “or when” after “bug,”; deleted “when” after “or”; added “.” after “problem”
171 replaced “assume” with “Assume”; added “.” after “fault”
172 replaced “assume” with “Assume”; added “.” after “else”
173 replaced “better rigour” with “Better rigor.”
178 replaced “anyone” with “Anyone”; added “.” after “contribute”
179 replaced “be” with “Be”; added “.” after “approachable”
180 replaced “use small words” with “Use small words”; added “.” after “easily”
181 replaced “prioritize” with “Prioritize”; added “.” after “users”
182 replaced “avoid” with “Avoid”; added “.” after “translate”
183 replaced “welcome” with “Welcome”; added “.” after “company”
184 replaced “get” with “Get”; added “.” after “domain”
185 replaced “believe” with “Believe”; added “.” after “everyone”
186 replaced “write things down” with “Write down what you're doing.”
187 replaced “"handbook first”” with “Use the "handbook first" strategy.”
188 replaced “writing” with “Writing”; replaced “it” with “ideas”; replaced “it” with “them”; deleted “in their own”; deleted “()” around “and  timezone”; added “.” after “timezone”
189 replaced “never” with “Never”; added “.” after “bit)”
190 replaced “embrace candor” with “Embrace candor.”
191 replaced “"short toes" (don't be afraid of stepping on toes)” with “Don't be afraid of stepping on toes ("short toes”).”
192 replaced “don’t” with “Don’t”; added “.” after “interrupt)”
193 replaced “give” with “Give”; replaced “,” with “and”; added”.” after “feedback”
194 replaced “take” with “Take”; deleted “in trying “ after “initiative”;  added “.” after “consensus)”
195 replaced “communicate” with “Communicate”; added “.” after “relevant)”
196 replaced “be transparent” with “Be transparent.”
197 added “What we do is” to the beginning; added “.” after “default”
198 added “We” to the beginning; added “.” after “open”
199 added “Always” to the beginning; added “.” after “get-go)”
200 replaced “open source is forever” with “Open source is forever.”
201 replaced “better collaboration” with “Better collaboration.”

* Update handbook/company.md

Co-authored-by: Mike Thomas <78363703+mike-j-thomas@users.noreply.github.com>

* Update handbook/company.md

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* Update handbook/company.md

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* Update handbook/company.md

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* Update handbook/company.md

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* Update handbook/company.md

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* Update handbook/company.md

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* Update handbook/company.md

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* Update handbook/company.md

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* Update handbook/company.md

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* Update handbook/company.md

* Update company.md

line 107 added punctuation.

Co-authored-by: Mike Thomas <78363703+mike-j-thomas@users.noreply.github.com>

handbook/company.md

@@ -104,7 +104,8 @@ When a new team member joins Fleet, they adopt the values, from day 1.  This way
 ### 🔴 Empathy
 Empathy leads to better understanding, better communication, and better decisions.  Try to understand what people may be going through, so you can help make it better.
 
-- Be customer-first.
+- Think and make customer-first choices.
+
   <!-- TODO: Figure out what to do with this commented-out bit.  I wrote it, but it's too long.  Maybe just delete it. (mikermcneil, feb 26, 2022)
 
   > #### Customer first
@@ -116,33 +117,34 @@ Empathy leads to better understanding, better communication, and better decision
   > 
   > You would rest easier, knowing that everyone who works at Fleet is seeking to deliver the experience they would want for themselves, in your shoes. -->
 - Consider your counterpart.
-  - For example: customers, contributors, colleagues, the other person in your Zoom meeting, the other folks in a Slack channel, the people who use software and APIs you build, the people following the processes you design.
-  - Ask questions as you would want to be asked.
-  - Assume positive intent.
+  - For example: keep in mind customers, contributors, colleagues, the other person in your Zoom meeting, the other folks in a Slack channel, the people who use software and APIs you build, the people following the processes you design.
+  - Ask questions in a way you would want to be asked.
+  - Assume others have positive intent.
   - Be kind.
-  - Quickly review pending changes where your review was requested. <!-- TODO: (when you are requested as a reviewer in GitHub, respond quickly.  If pull requests start to stack up, merge conflicts can arise, or the original author can forget, or lose context for why they were making the change.  The more pending changes there are, the harder it is to sort through what needs to be reviewed next.) -->
+  - Quickly review pending changes when your review is requested. <!-- TODO: (when you are requested as a reviewer in GitHub, respond quickly.  If pull requests start to stack up, merge conflicts can arise, or the original author can forget, or lose context for why they were making the change.  The more pending changes there are, the harder it is to sort through what needs to be reviewed next.) -->
+
   - Be punctual.
   - End meetings on time.
 - Role play as a user.
   - Don't be afraid to rely on your imagination to understand. <!-- TODO: (When making changes, put yourself in the mindset of the end user. Keep in mind how someone might use the product or process you're building for the first time, or how someone accustomed to the old way might react to a new change.) -->
   - Developers are users too (REST API, fleetctl, docs).
-  - The contributor experience matters (but product quality and commitments come first).
+  - Contributor experience matters (but product quality and commitments come first).
   - Bugs cause frustrating experiences and alienate users.
-  - Patch with care (upgrading to new releases of Fleet can be time-consuming for users running self-managed deployments). <!-- TODO: (patch releases are important for improving security, quality, and stability. Cut a patch release if there is a security concern, previously stable features are unusable, or if a new feature advertised in the current release is unusable.  But remember that people have to actually install these updates!) -->
+  - Create patches with care (upgrading to new releases of Fleet can be time-consuming for users running self-managed deployments). <!-- TODO: (patch releases are important for improving security, quality, and stability. Cut a patch release if there is a security concern, previously stable features are unusable, or if a new feature advertised in the current release is unusable.  But remember that people have to actually install these updates!) -->
   - Confusing error messages make people feel helpless and can fill them with despair.
   - Error messages deserve to be good (it's worth it to spend time on them).
-  - UI help text and labels deserve to be good (it's worth it to spend time on them).
-- Be hospitable. 
+  - UI help-text and labels deserve to be good (it's worth it to spend time on them).
+- Invest in hospitality.
   - "Be a helper."   -Mr. Rogers
   - Think and say [positive things](https://www.theatlantic.com/family/archive/2018/06/mr-rogers-neighborhood-talking-to-kids/562352/).
   - Use the `#thanks` channel to show genuine gratitude for other team member's actions.
   - Talking with users and contributors is time well spent.
   - Embrace the excitement of others (it's contagious).
   - Make small talk at the beginning of meetings.
-  - Be generous (go above and beyond; for example, the majority of the features Fleet releases [will always be free](https://fleetdm.com/pricing)).
+  - Be generous (go above and beyond; for example, the majority of the features Fleet releases [will always be free](https://fleetdm.com/pricing))
   - Apply customer service principles to all users, even if they never buy Fleet.
-  - Be our guest.
-- Better humanity.
+  - Treat everyone as our guest.
+  - Better humanity.
 
 
 ### 🟠 Ownership
@@ -152,6 +154,7 @@ Empathy leads to better understanding, better communication, and better decision
 - Take responsibility.
   - Think like an owner.
   - Follow through on commitments (actions match your words).
+
   - Own up to mistakes.
   - Understand why it matters (the goals of the work you are doing).
   - Consider the business impact (fast forward 12 months, consider the total cost of ownership over the eternity of maintenance).
@@ -159,52 +162,54 @@ Empathy leads to better understanding, better communication, and better decision
 - Be responsive.
   - Respond quickly, even if you can't take further action at that exact moment.
   - When you disagree, give your feedback; then agree and commit, or disagree and commit anyway.
-  - Favor short calls to long, asynchronous back and forth discussions in Slack.
+  - Favor short calls over long asynchronous back and forth discussions in Slack.
   - Procrastination is a symptom of not knowing what to do next (if you find yourself avoiding reading or responding to a message, schedule a Zoom call with the people you need to figure it out).
 - We win or lose together.
-  - Think about the big picture, beyond your individual team's goals
+  - Think about the big picture, beyond your individual team's goals.
   - Success equals creating value for customers.
   - You're not alone in this (there's a great community of people able and happy to help).
   - Don't be afraid to spend time helping users, customers, and contributors (including colleagues on other teams).
-  - Be proactive (ask other contributors how you can help, regardless of who is assigned to what).
-  - Get all the way done (help unblock team members and other contributors to deliver value).  <!-- TODO: (collaborate; help teammates see tasks through to completion) -->
+  - Be proactive (ask other contributors how you can help, regardless of who is assigned to what
+  - Finish tasks all the way before moving to something new (help unblock team members and other contributors to deliver value). 
+  - (collaborate; help teammates see tasks through to completion) -->
 - Take pride in your work.
-  - Be efficient (your time is valuable, your work matters, and your focus is a finite resource; it matters how you spend it).
+  - Be efficient (your time is valuable, your work matters, and your focus is a finite resource).
   - You don't need permission to be thoughtful.
   - Reread anything you write for users. <!-- TODO: (Check everything that a user might read for clarity, spelling errors, and to make sure that it provides value.) -->
   - Take your ideas seriously (great ideas come from everyone; write them out and see if they have merit).
   - Think for yourself, from first principles.
   - Use reason (believe in your brain's capacity to evaluate a solution or idea, regardless of how popular it is).
   - You are on a hero's journey (motivate yourself intrinsically with self-talk; even boring tasks are more motivating, fun, and effective when you care).
-- Better your results.
+  - Better your results.
+
 
 ### 🟢 Balance
 Between overthinking and rushing, there is a [golden mean](https://en.wikipedia.org/wiki/Golden_mean_%28philosophy%29).
 
-- Remember to iterate.
+- Iterate your work.
   - Work in baby steps. <!-- TODO: (look for ways to make the smallest, minimally viable change. Small changes provide faster feedback, and help us to stay focused on quality) -->
   - Pick low-hanging fruit (deliver value quickly where you can).
   - Think ahead, then make the right decision for now.
-  - Look before you leap (when facing a non-trivial problem, get perspective before you dive in; what if there is a simpler solution?). <!-- TODO: When facing a (non-trivial) problem, take a step back before diving into fixing it - put the problem back in context, think about the actual goal and not just the issue itself, sometimes the obvious solution misses the end goal, sometimes a simpler solution will emerge, or it may just confirm that the fix is the right one and you can go ahead with better confidence -->
+  - Look before you leap (when facing a non-trivial problem, get perspective before you dive in; there may be a simpler solution). <!-- TODO: When facing a (non-trivial) problem, take a step back before diving into fixing it - put the problem back in context, think about the actual goal and not just the issue itself, sometimes the obvious solution misses the end goal, sometimes a simpler solution will emerge, or it may just confirm that the fix is the right one and you can go ahead with better confidence -->
 - Move quickly.
   - "Everything is in draft."
-  - Think, fast (balance thoughtfulness and planning with moving quickly).
-  - Aim to deliver daily.
-  - Move quicker than 90% of the humans you know.
-  - Resist gold-plating and avoid bike-shedding.
-- Less is more.
+  - Think fast (balance thoughtfulness and planning with moving quickly).
+  - Aim to deliver results daily.
+  - Move faster than 90% of the humans you know.
+  - Resist gold-plating and avoid [bike-shedding](https://en.wikipedia.org/wiki/Law_of_triviality).
+- Remember, less is more.
   - Focus on fewer tasks at one time.  <!-- TODO: (By focusing on fewer tasks at once, we are able to get more done, and to a higher standard, while feeling more positive about our work in the process.) -->
-  - Go for "boring solutions."
-  - Finish what you start, or at least throw it away loudly in case someone wants it.
+  - Go with "boring solutions."
+  - Finish what you start, or at least throw it away loudly in case someone else wants it.
   - Keep it simple (prioritize simplicity; people crave mental space in design, collaboration, and most areas of life). <!-- reduce cognitive load -->
   - Use fewer words (lots of text equals lots of work).
-  - Complete tasks as time allows  ("I would have written a shorter letter, but I did not have the time." -Blaise Pascal).
+  - As time allows  ("I would have written a shorter letter, but I did not have the time." -Blaise Pascal).
 - Make time for self-care.
-  - This will help you bring your best self when communicating with others, making decisions, etc.
+  - This helps you bring your best self when communicating with others, making decisions, etc.
   - Consider taking a break or going for a walk.
-  - Take time off; it is better to have 100% focus for 80% of the time than it is to have 80% focus for 100% of the time.
+  - Take time off (it is better to have 100% focus for 80% of the time than it is to have 80% focus for 100% of the time).
   - Think about how to best organize your day/work hours to fit your life and maximize your focus.
-- Better your focus.
+- Better focus.
 
 
 ### 🔵 Objectivity