We follow a simple set of principles that help us and our partners build strong alliances and
businesses.

Be honest. This may sound sound strange but all too often we aren’t honest enough to say or
do the tough things. We let everyone we work with know upfront that no matter how much it may sting
sometimes, having clear, honest, open exchanges is best.

Know when the horse is dead. It’s hard to sometimes accept that your brilliant idea isn’t
working but it’s important to know when you either have to move on or pivot.

We are a team so transparency and communication is key. The old adage of “there is no i in
team” is essential. To win you have to work as a single unit with everyone being on the same page.
Communicating details to everyone keeps everyone working towards the same goal.

Keep It Simple, Stupid (KISS). Global domination starts with a single action, enough of those
actions create effective and lasting change. Clear concise plans and communications ensure that
execution is understood and smooth. Be ethical. As humans we have a natural urge to win but don’t
sacrifice morals and principles for the sake of winning.

Have fun. Working hard and being dedicated doesn’t mean that you can’t have fun along the
way. “It’s like a finger pointing away to the moon. Don’t concentrate on the finger or you will miss
all that heavenly glory.” – Bruce Lee (How could we not quote Bruce Lee?)