BEHAVIOUR 01

PURPOSEFUL

LEAD WITH PURPOSE

Everything is driven by a positive,
proactive and responsible purpose that
aligns operations to the improvement
they want to see in the world.

BEHAVIOUR 02

USEFUL

TURN YOUR CUSTOMERS INTO USERS

Empower customers and stakeholders
to invent ways to make smarter, more
effective use of time and money.

BEHAVIOUR 03

EXPERIMENTAL

BEING IN A STATE OF PERPETUAL BETA

Embrace mistakes as the source
of continual learning. Curiosity and
invention are baked into the culture
as it seeks to live in ‘perpetual beta’.

BEHAVIOUR 04

BOUNDARYLESS

LIVE WITHOUT WALLS

Break down barriers inside and
outside the organization. Operate
as part of an extended network
and comfortably live within an
ecosystem of partners.

BEHAVIOUR 05

VALUE-CREATIVE

CHANGE THE GAME

Look for better ways to build value,
wherever those ideas may come
from. By expanding your notion of
value, you find new ways to grow
in an unpredictable landscape.

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PHOTOGRAPHY
Jeremy Liebman
ILLUSTRATIONS
Scriptographer

SCRIPTS
Joel Evey, Jay Weeks, Anne-Sylvie Borter,
Hiroyuki Sato, Jonathan Puckey, and
Hakan Lundgren
SITE DESIGN & DEVELOPMENT
W&Co.