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Coming from Jocko Willink’s book, Extreme Ownership, this leadership principle is about taking ownership up and down the chain of command, accepting responsibility for our actions (or lack of action), and avoiding blaming others, making excuses, or living in denial.

We strive to continually improve ourselves, both personally and professionally. We believe if you aren’t growing, you are dying. We must continue to improve in all that we do and become better every day.

We must over-deliver and exceed client expectations if we expect to grow, retain clients, and receive referrals. We focus on proactive communication, meet our deadlines, and have an exceptional follow-up. We work with integrity and do what we say we are going to do. When we fail to deliver, we go above and beyond to make it right.

We focus on value delivered, and find ways to continually improve our offerings, delivering service at competitive prices, and ensuring that our clients are better protected and better served than they can get anywhere else. This also means we never stop finding ways to improve the quality of our client’s systems and lives.

Without profit, there is no life in a business. Revenue is vanity, profit is sanity. With profit, we can change lives, improve, grow, and fulfill our mission. Without it, it doesn’t matter how good we are, we will not survive to help anyone.