Create customer value through complete solution.

Challenge the status quo, encouraging creative out-of-the-box thinking mixed with pragmatic business judgment.

Produce top quality at lightning speed.

Make cross-functional involvement the path of least resistance.

Be responsive to change, but selective in accepting requests for change.

Seed new knowledge about innovation, including reinventing the innovation process itself.

Document innovation explicitly via maps and charts, and communicate it implicitly by words and practice.