Founded by Craig Johnson in 1987, Principle has maintained their commitment to integrity and respect from day one. Craig came from a woodworking family; his uncle was a store designer who enjoyed woodworking, and his grandfather was the superintendent of a St. Paul-based lumber company. Craig apprenticed with a store fixture company to learn as much as he could, but knew that he wanted to start his own business where he could not only provide top-quality products, but also treat everyone – employees, customers, and vendors – with respect. 

When Craig hires new employees to join the Principle team, he encourages them to read The Oz Principle, a book that promotes attaining results through personal accountability. He asks team members to take responsibility for their own success and the success of those around them, and this will lead to organizational success. This commitment to accountability and integrity has helped Principle grow significantly over the past 20 years.