diff --git a/handbook/company.md b/handbook/company.md
index 1b486fabf6..1eb683ea37 100644
--- a/handbook/company.md
+++ b/handbook/company.md
@@ -29,9 +29,36 @@ Zach partnered with our CEO, Mike McNeil, to found a new, independent company: F
 
 ## Values
 
+Fleet's values are a set of five ideals adopted by everyone on the team.  They describe the culture we are working together to deliver, inside and outside the company:
+
+1. Empathy
+2. Ownership
+3. Balance
+4. Objectivity
+5. Openness
+
+When a new team member joins Fleet, they adopt the values, from day 1.  This way, even as the company grows, everybody knows what to expect from the people they work with.  Having a shared mindset keeps us quick and determined.
+
 ### 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
+  <!-- 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
+  > At Fleet, we think about the customer first.  No matter what kind of work you are doing, you serve the customer.
+  > 
+  > When customers buy Fleet, they trust us to provide the solution for important problems.
+  > 
+  > Imagine you are the person making the decision to buy Fleet.  Imagine you are responsible for all of your organization's laptops and servers.  Imagine you log in to the product every day.  Imagine you are the developer writing code to integrate with Fleet's REST API.  Imagine you are deploying the server, or running the upgrade scripts.  Imagine you are responsible for keeping your organization's computers secure and running smoothly.
+  > 
+  > 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, 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.
+  - don't be afraid to rely on your imagination to understand 
+  - ask questions like you would want to be asked
 - assume positive intent
+- be kind
 - role play as a user, contributor, or colleague
 - be punctual
 - end meetings on time
@@ -46,8 +73,19 @@ Zach partnered with our CEO, Mike McNeil, to found a new, independent company: F
 - prioritize simplicity: people crave mental space (in design, in collaboration)
 - cognitive unload (via clarity, fewer and smaller words, fewer acronyms and idioms that might not translate)
 - but think fast, because i.e. "I would have written a shorter letter, but I did not have the time." -Blaise Pascal
+- 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/)
+  - be outsider-friendly (inclusive)
+  - approachable
+  - 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
+  - apply customer service principles to all users, even if they never buy Fleet
+  - be our guest
 - legendary digital/human experience
 
+
 ### Ownership
 - take responsibility
 - follow through on commitments (actions match your words)
@@ -75,7 +113,6 @@ Zach partnered with our CEO, Mike McNeil, to found a new, independent company: F
 - legendary execution
 
 ### Balance
-
 Between overthinking and rushing, there is a [golden mean](https://en.wikipedia.org/wiki/Golden_mean_%28philosophy%29).
 
 - think, fast
@@ -125,7 +162,6 @@ Between overthinking and rushing, there is a [golden mean](https://en.wikipedia.
 - legendary rigour
 
 ### Openness
-
 The majority of the code, documentation, and content we create at Fleet is public and source-available, and we strive to be broadly open and transparent in the way we run the business; as much as confidentiality agreements (and time) allow. We perform better with an audience, and our audience performs better with us.
 
 - be transparent
@@ -138,17 +174,6 @@ The majority of the code, documentation, and content we create at Fleet is publi
 - [use small words](http://www.paulgraham.com/writing44.html) so readers understand more easily
 - anyone can contribute
 - open source stewardship: the majority of the features Fleet releases will be free, [etc](https://fleetdm.com/pricing)
-- 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/)
-  - be customer-first
-    - but apply customer service principles to all users, even if they never buy Fleet
-  - be outsider-friendly (inclusive)
-  - approachable
-  - 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 our guest
 - believe in everyone
 - legendary hospitality