We value:

1. Openness over subterfuge.
2. Results and satisfaction over effort.
3. Simplicity over complexity.
4. Focusing on what will improve things the most rather than what things can be improved the most.
5. Using leverage rather than brute force.
6. Capitalising on existing passion and momentum.
7. Finding a way rather than settling for compromise.
8. Collaboration rather than conflict.
9. Compellingly attractive pull that people embrace with enthusiasm over coercive push that they resist with fear, dread and a vengeance.