Our values and beliefs

Clarity

 The path to competitive advantage starts with clarity—about your customers, your strategy, and your execution. We believe in grounding decisions in unique consumer insights, clear strategy, simple communication, and disciplined follow-through. To hold each other accountable, everyone needs to understand the mission, values, goals, and plan. 

Leverage data and gut

 As fly fishers know, your odds of “hooking up” increase dramatically when you cast to a rising or visible fish (“sight casting”). But choosing the right fly and anticipating where the fish is heading requires experience and instinct.

We take the same approach in business: we rely on both data and judgment. The best decisions honor analytics and hard-earned intuition.

Exceed expectations

 We are grateful that the vast majority of our work comes from client referrals. Clients tell us we provide tremendous value in a short period of time, and that is the standard we hold ourselves to. Our goal is to consistently exceed expectations—delivering insights, clarity, and support that elicit a genuine “wow.” 

Assume Positive Intent 

We start from a place of respect, civility, and curiosity, and we assume the same of our clients and partners. We believe tone matters and words matter. Assuming positive intent creates space for honest conversations, constructive conflict, and stronger long-term relationships.

Responsibility 

We strive to act responsibly toward the environment, our communities, our clients, and ourselves.

• We support environmental causes like American Rivers, because we believe clean rivers and water are among our nation’s most important natural resources.
• We support local and minority-owned businesses to help ensure vibrant, equitable communities.
• We protect time for leisure, rest, and family—because sustainable leadership requires renewal.

As Edward Abbey wrote:

“…do not burn yourselves out. Be as I am—a reluctant enthusiast… a part-time crusader, a half-hearted fanatic. Save the other half of yourselves and your lives for pleasure and adventure.”

As individuals and as a business, we are a proud supporter of AmericanRivers.org, the leading voice in conserving and protecting our nation's most important natural resource, rivers.  We also support First Descents which provides life-changing outdoor adventures for young adults impacted by cancer and other serious health conditions.