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Purpose
Having a compelling reason for existing-a North Star above all else.
Private
Taking advantage of the ability of closely-held private companies to have a longer-term view, greater confidentiality around strategies, and more operating flexibility than public or exit-oriented businesses.
Perseverance
Having the ambition and the resilience to overcome obstacles and keep pursuing the purpose indefinitely into the future.
Profit
Not mistaking profit as the purpose of the business, but recognizing it is essential to survival and independence, and the most accurate measure of customer value delivered.
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People First
Engaging a workforce of talented associates who excel as a team and are motivated by the purpose and the culture, as well as by total compensation, in the belief that, by taking care of them, they will take care of the customers, suppliers, partners, communities, and their families.
Paced Growth
Having the discipline to focus on long-term strategy, balance short-term and long-term performance, and grow steadily and consistently from year to year.
Pragmatic Innovation
Embracing a continuous-improvement process built around taking capital-efficient, calculated risks to innovate creatively within constraints.
Click here to learn more about The Tugboat Institute and Certified Evergreen businesses.
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