Demonstrate an unwavering commitment to doing the right thing in every action you take and, in every decision, you make, even when no one’s looking. Always tell the truth. if you make a mistake, own up to it, apologize, and make it right.

Take pride in the quality of everything you touch and everything you do. Always ask yourself, “Is this my best work?” Everything you touch has your signature. Sign in bold ink.

Apply your creativity, spirit, and enthusiasm to developing solutions, rather than pointing fingers and dwelling on problems. Identify lessons learned and use those lessons to improve so we don’t make the same mistake again. Get smarter with every mistake. Learn from every experience.

There’s no better way to earn people’s trust than to be true to your word. Do what you say you’re going to do when you say you’re going to do it. This includes being on time for all phone calls, appointments, meetings, and promises. Allow extra time for surprises and delays, and don’t let these become excuses.

Create clarity and avoid misunderstandings by discussing expectations upfront. Establish mutually understood objectives and deadlines for all projects, issues, and commitments. Where appropriate, confirm your communication by asking others to repeat back their understanding to ensure total clarity and agreement.

Listening is more than simply “not speaking.” Be present and engaged. Quiet the noise in your head and let go of the need to agree or disagree. Create space for team members to express themselves without judgment. Listen with care and with empathy. Above all, listen to understand.

Speak honestly in a way that moves the action forward. Make clear and direct requests. Say what you mean, and be willing to ask questions, share ideas, or raise issues that may cause conflict when it’s necessary for team success. Address issues directly with those who are involved or affected.

Take personal responsibility for making things happen - somehow, someway. Respond to every situation by looking for how we can do it, rather than explaining why it can’t be done. Be resourceful and show initiative.

Positive feedback is a tremendous energy source. Regularly give, receive, and ask for meaningful appreciation and acknowledgment.

Remember that the world has bigger problems than the daily challenges that make up our work. Stuff happens. Keep perspective. Don’t take things personally or take yourself too seriously. Laugh every day.

Do the little things, as well as the big things, that blow people away. Create extraordinary experiences they’ll tell others about. Mere customer satisfaction is for lesser companies. Create customer loyalty by doing the unexpected.

Understand your customer’s world. Know their challenges and frustrations. See the world from their perspective. The better you understand them, the more effectively you can anticipate and meet their needs.

From the spelling of a client’s name to the specific language of their proposals, from the wording on a blog post to the colors on a logo . . . details matter. Be a fanatic about accuracy and precision. Double-check your work. Get the details right.

Find ways to make working with you/us easier. Provide simple and complete instructions. When in doubt, do more for others rather than push the work back to them. Streamline our processes. Simplify everything. Be ridiculously helpful.

You have the power to choose your attitude. Choose to be joyful, optimistic, and enthusiastic. See the good in others. Your attitude is contagious. Spread optimism and positive energy. 

People expect us to respond to their questions and concerns quickly, whether it’s in person, on the phone, or by e-mail. This includes simply acknowledging that we got the question and we’re “on it”, as well as keeping those involved continuously updated on the status of outstanding issues. Rapid response is one of the easiest and best ways to stand out from the crowd.

Support each other’s success. Operate from the point of view that we’re all in this together and that any one of us cannot win at the expense of someone else or the enterprise. Look for each other’s greatness and provide rigorous support when needed.

Regularly reevaluate every aspect of your job to find ways to improve. Don’t be satisfied with the status quo. “Because we’ve always done it that way” is not a reason. Keep getting better.

Have a passion for what we do and be fully engaged. Make the most of each day by approaching every task with energy, focus, purpose, and enthusiasm. Work with a sense of urgency to get things done. 

When delivering difficult or complex messages, or in emotionally charged situations, speak “live” versus hiding behind e-mail or voicemail. Where appropriate, follow up in writing to confirm your understanding.

Our relationships go deeper than simply being teammates at work. We genuinely care for and about each other. Whether it’s a kind word during a tough stretch, a friendly smile each morning, or a helping hand in stressful times, show your compassion.

We’re all responsible for, and benefit from, our company’s image and reputation. Consider how your actions affect our collective reputation and be a proud ambassador for the company. 

World-class organizations are built on a foundation of highly effective, repeatable processes. Look to create processes for every aspect of your work, and then turn those processes into habits to achieve consistent results.

Address issues by discovering the root cause rather than simply tackling the symptoms. It’s better to invest time in developing a long-term solution rather than simply applying a “Band-Aid.”

Follow our operating procedures to ensure consistency and high performance. When you see opportunities for process improvement, recommend them so that new and better standards can be established for the benefit of everyone.

Treat people as individuals and show them you care. Look for opportunities to acknowledge their uniqueness and their humanness (calls, cards, notes, gifts, etc.).