A lot of brands will set aside an afternoon to bust out a mission, vision, values (MVV) exercise. PEARL iZUMi took 10 months. That’s not a typo. Ten months! When Chris Sword came in as new president of the company in early 2017, he brought everyone who worked there in on the process. He recognized that the MVV was on opportunity on a broad scale. It was a pathway to listen to his new team (literally everyone) and to discover what the beating heart of PEARL iZUMi truly is. It was a way to set a course for the company by identifying the brand’s North Star. Cycling apparel changes seasonally. PEARL iZUMi’s MVV will be a guide for decades.