In my search for young entrepreneurs, I came across the website of an Oakland-based start-up called Cleff. Clef is a two-factor authentication with no passwords or tokens. This start-up interested me with their simple approach to solving a big problem affecting anyone in this technological age, online security. We all know we should have more complicated passwords than old pet names or birthdays, but we can’t remember anything more sophisticated.

After entering login information in an app on the web, the app shows an animated wave form generated for this session. On your phone, you open the Clef app and after verifying it’s you with your PIN number, you point your phone’s camera at the screen. By scanning the wave pattern, Clef knows that you’re actually sitting there in front of the app. And all of this happens in a matter of seconds. Clef is already being used by over 50,000 sites. It eliminates the need to remember long complicated passwords and makes all your logins more secure.

Clef was started by Brennen Byrne, Mark Hudnall and Jesse Pollak. After some searching on their site, I found their about page with their core values listed and explained. They listed five values that are very important to them, their company and their employees. The values are very telling of the type of entrepreneurs they are and aspire to be. Their first value is to fight the default of exclusion. In Silicon Valley, inequality and exclusion are the norm. Clef recognizes the need for diversity and inclusion in order to generate better ideas. Second, we succeed together. I think it is a common fault of entrepreneurs to think they can do everything on their own. But success is more easily found when people work together. Third, build trust with truth. Clef is committed to transparency and open communication and believe that openness will make them all better entrepreneurs. Fourth, be better today than yesterday. Entrepreneurs must keep innovating and never reach complacency. Clef is constantly looking inward and analyzing their mistakes because they believe improvement requires reflection. And lastly, treat others the way they’d like to be treated. The founders of Clef recognize that everyone has different needs and in order to solve problems and help others, they must see things from many different perspectives.

Clef keeps identities safe online and is a genius idea in its simplicity. However, I think I learned more about great entrepreneurship from their strong values listed on their webpage. Those 5 values give the reader a glimpse into how Byrne, Hudnall and Pollak operate and interact with their customers. Entrepreneurs who are team players and embrace the diversity of perspectives and ideas will be much more successful in business and relationships.