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Stephen, Heidi, John –

This video explains where my brain’s been at regarding Aaron Espe Music.

Please watch it and then reference the below text (or get the PDF here).

Because I’d like you to think about all this over the next week or so and then we’ll revisit and tweak as needed. The goal is to have our Guiding Principles in place by January 15.

Love, Aaron



AEM – 5 Guiding Principles

1. Mission Statement 

The reason we’re doing what we’re doing. 

Life can be lonely because so much of it is lived inside our heads. Aaron Espe Music exists to share open and honest words and music, so that others feel a sense of connection and belonging.


2. Key Characteristics 

The core values each team member must have to support our mission.

Authentic – We believe the most real version of ourselves is the one worth sharing. 

Generous – We believe in living from a mindset of love and abundance; not scarcity and fear. 

Creative – We believe art is one of the best tools we have to profoundly connect with others.


3. Critical Actions 

Repeatable tasks we do daily or almost daily to accomplish our mission.

Record – We think deeply about our experiences and get our thoughts out of our heads. 

Share – We share with others what we are learning and experiencing. 

Read – We learn from others and attempt to understand issues people are facing. 


4. Story Pitch 

What we tell people who ask why we do what we do.

Life can be lonely because so much of it is lived inside our heads. People often feel alienated and get depressed. Aaron Espe Music exists to share open and honest songs, so that others experience a sense of connection and belonging. If authentic art isn’t created and shared, people feel isolated and disheartened. 


5. Theme 

A truth put into action. This is why we wake up and try to accomplish our mission. 

When open and honest songs are shared, people feel a sense of connection and belonging. 

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