A – Accountability. We should strive to build a culture of accountability, accepting responsibility for mistakes as

well as for success. Accountability should be woven into the fabric of the company, and we should always do what

we say we’ll do.

S – Speed. Whether we work on the factory floor, at a tech center or with a customer, we can all do our jobs with

maximum efficiency and speed. Working faster saves time for creativity and for seizing opportunity.

P – Passion. In business as in life, the difference between “insipid” and “inspired" is passion. We must bring a

passion for improvement to everything we do, at every level of our organization.

I – Innovation. As a company, we innovate or we die. The old cliché is true: If you’re standing still, you’re falling

behind. We must welcome fresh ideas and continue to look for new ways to enhance every aspect of our

business.

R – Real-time engagement. With the rise of social media, customers expect their concerns and questions to be

addressed immediately. We must constantly engage with consumers and respond to their requests without delay.

E – Ethics. A commitment to ethical behavior must be the foundation of everything we do. Genuine success is

not achieved through unethical means. We win by working harder and smarter – never by taking ethical shortcuts.