Daisy's core values: More than words on a wall

By Yotam Cohen, CEO & Co-founder of Daisy

Core values aren't just posters on a wall, they're the essence of who we are. Having really strong, clear and actionable core values can actually change the game of the company. They also define how we expect people to behave and serve as our north star in every situation. At Daisy, our core values emerged from a deeply personal beginning: they were actually the first document we ever created for the company.‍

How were our values born?‍

The birth of Daisy’s values was beautifully simple. Sitting in a room together, Nir and I sat and played a little game which made it more interesting. We wrote down what we saw as each other's strongest characteristics. Through our discussion and finding the overlaps in our perspectives, Daisy's core values naturally emerged. These weren't just arbitrary principles, they naturally reflected how we wanted to operate as a company and the real impact we dreamed of making in people's lives. Our values shape both our team culture and how our communities live together. After all, if we as founders don't live and breathe these principles, how can we expect anyone else to?‍

Our four pillars

1. Change the game‍

At Daisy, we're all about changing the game. We're doing something that no one has done before, taking on huge challenges that impact people's lives in an industry that's been running on autopilot for far too long. Sure, sometimes people think we're crazy or say we're wrong, but that's exactly what makes us smile. We're not afraid to take risks and push boundaries. Everything deserves a fresh look, from how we manage properties to how we reimagine spaces within buildings. Think about it: just because a building has operated the same way for 20 years doesn't mean it should stay frozen in time. 

2. Start with heart

We believe that people are the beating heart of everything we do—both within our company and in every building we manage. The amazing individuals who join our team aren't just employees; they're the builders of Daisy’s legacy, shaping us into a lasting company. But here's what really matters: a building is more than just walls and infrastructure, we're taking care of people's homes. We constantly remind our team of this simple truth. When residents face challenges, whether it's a broken elevator or no hot water, it's not just another ticket to resolve, it's a real situation affecting real people in their own homes. We approach these situations with genuine care and empathy because that's who we are.‍

3. Always evolve

We're constantly learning and growing. Mistakes will happen, it's a 24/7 business, after all. What matters is how we learn from them. We foster a strong feedback culture and hold retros to understand what we can do differently next time. This evolution isn't just about us, it's about our buildings too. When we acquire properties, they often start in the "red" on our health score across financial, maintenance, and facility metrics. Through dedicated involvement and continuous improvement, we transform these buildings from places where neighbors were strangers to vibrant communities, turning them "green" and making them fantastic places to live. This constant evolution makes us really proud.‍

4. Positivity begets positivity

This is my personal favorite. There will always be challenges, but we believe in the power of kindness and smiles. The best interactions you have today are with people you meet and work with, and positive energy is contagious. In our buildings, where neighbors share more than just space, they share a home, this philosophy is especially vital. We have a saying at Daisy: "A close neighbor is better than a distant relative." When we approach situations with positivity, it creates a ripple effect throughout entire communities.‍

Living these values everyday

These values guide everything we do at Daisy. We use them in our hiring process, rating candidates based on how well they align with these principles. We recognize team members who exemplify these values through our own hands. We plan company events around them. They shape how we work every day - from how we run meetings and make decisions to how we approach roadblocks  and resolve disagreements. But you won't find them hanging on our walls—because they're living, breathing principles that guide every interaction and decision.

Companies evolve - their goals shift, teams change, and services expand. But values are the DNA that remains constant through every transformation. These values have been our  foundation since day one, and while much may change as we grow, these principles are who we are at our core.