Our Core Principles

Our Core Principles were developed through a thoughtful reflection on our values and mission as a company.  They are continually reviewed and refined through regular feedback from real-world outcomes to ensure that they guide our actions and evolve to meet the changing needs of our clients and industry.

1. We are honest, open and ethical in everything we do: This is our overriding rule.  No exceptions.

2. We make data-based decisions: We rely on science and reality to guide our decisions, recognising and addressing biases that may compromise our analyses.

3. Good engineers design, great engineers simplify:  We don't make things any more complex than they have to be. 

4. Our analyses start from First Principles: Analyses based on First Principles drive innovation by encouraging our team to question assumptions and build understanding from foundational truths rather than relying on potentially outdated conventional wisdom.

5. Mistakes are a part of learning, but we don't tolerate making the same mistake twice: Everyone makes mistakes, but real learning comes from ensuring those mistakes are not repeated.

6. If you disagree, speak up:  We foster an environment where everyone is empowered to question and understand why we are doing something, but no one has the right to hold a critical opinion without the team's knowledge.

7. Automate, don't complicate:  We embrace automation, but it must simplify rather than complicate our work.