1. “We can really do much better” (than “business as usual”)
  2. Interdisciplinary; holistic; transnational and cross-cultural
  3. Proactive, fearless (but not reckless), optimistic, “unstoppable”; eager to learn, to take advantage of any mistakes in order to learn and grow
  4. Fun and humor, companionship, respect; solidarity and support when the going gets tough, consciously celebrating when things are going well
  5. Motivated by results (clients, company, employees) (we measure and publish them); the money will follow accordingly
  6. We outdo (but won’t be guided- or limited by) all official regulations (at the level of “best boy in class”).