OUR TEN PRINCIPLES AT 16’96

1. Our business is transformation.

2. The starting point is always listening.

3. Concepts are meaningless without a detailed plan for execution.

4. WE WILL NOT ALLOCATE TIME, MONEY, EFFORT, HEART into

   • making things that will end up in the landfill

   • client relationships that are hostile

   • work that hurt our values and culture

5. Creative endeavors take time.

6. Adapt or die.

7. Growth is about quality of work, not quantity of work.

8. Empathy and focus are vehicles we use to overcome high-pressure problems.

9. Design is a collaborative process, not a lone wolf journey.

10. Challenge Convention, Change the World.