This document outlines an organization's process for defining and establishing its core values. It describes soliciting employee feedback, holding management sessions to identify values, workshops to define supporting behaviors, and finalizing the values with marketing. The organization's resulting core values center around delivering amazing experiences, enjoying work, winning as a team through coaching and communication, being obsessed with one's craft, working with speed and perfection, taking ownership, and having impact. The next steps outlined are to start living these values in meetings, projects, policies, conversations, and more by infusing the principles deeper into the organization.

1. Noa Kremer, Director of People
Yaniv Bar-Dayan, Co-Founder & CEO
Company
values
MARCH 2022

2. Before we start....
What is "Organizational Culture"?

3. Culture happens,
whether we work on it or not.

4. "Culture is an umbrella term which encompasses
the social behavior and norms found in human
societies, as well as the knowledge, beliefs, arts,
laws, customs, capabilities and habits of the
individual in these groups". (E. Taylor, 1871).
Culture:
"We are what we repeatably do"

5. Organizational culture:
Defining our Core Values:
Our principles and standards of behavior that represent our
organization's highest priorities, deeply held beliefs and
fundamental driving forces.
HOW DOES A VALUE LOOKS LIKE? HOW DOES IT TRANSLATE TO OUR DAY TO
DAY? WHAT ARE THE SUPPORTING BEHAVIORS AND ACTIONS?
Values with no supporting behaviors, are just an aspiration.​
Values backed up by a set of supporting behaviors, are CULTURE.

6. What makes a good
Company value?
• Be straightforward and down to earth.
• Be memorable and spike emotion.
• Be backed by clear operating principles defining the behaviors we
would like to encourage.
• And most importantly, support our people’s personal success and our
company’s business success.

7. The process:
It all starts with YOU:
Employee satisfaction survey:
• What's the first word that comes to mind when you think "Vulcan"?
• Assessment of areas to improve and doble down on.

8. The process:
•"Talking culture" -1st Management Session.
-Homework-
•"Identifying culture" - 2nd Management Session.
-Homework-
•"Introduction to culture"- Session for middle management.
-Homework-
•A workshop session for mid-management​:
Divided into working groups: Turning chosen values into actual
interview questions to identify culture-fit candidates.

9. The process:
• CEO & HR offsite (& Beyond)
Data analysis: Reading, comparing, eliminating, categorizing, re-organizing...
And then: Writing, re-writing, deleting, REPEAT.
• One last management session:
Presenting management with the results, getting feedback... going back to
writing, re-writing, deleting, REPEAT.
• Wrapping it up with Marketing:
Working with Galgo and Ronnie on a super tight deadline, enhancing creativity
and creating a VISUAL!

10. And one last thing
Values and
Culture Change as We Change
and that’s OK.

11. Our values

12. Deliver
Amazing
Core Values
WE START FROM THE AMAZING EXPERIENCES WE PROVIDE OUR
CUSTOMERS, PARTNERS AND EMPLOYEES, AND GO
BACKWARDS. WE VIGOROUSLY WORK TO EARN AND KEEP
CUSTOMERS TRUST, AND NEVER STOP SHORT THAN AMAZING.
Always lead from the challenge to solve, and then deliver an
amazing solution
Continuously identify your internal and external customers
and partners and be obsessed with their success.
Champion the most amazing experiences

13. Enjoy
It
Core Values
OUR WORK SERVES AS A SOURCE OF JOY AND SELF-FULFILLMENT.
WE UNDERSTAND OUR INDIVIDUAL ROLE IN CREATING THE BEST
WORKING ENVIRONMENT, THAT FOSTERS KINDNESS AND
MEANINGFUL RELATIONSHIPS. THE WAY IS EQUALLY IMPORTANT
TO US AS THE RESULTS.
Choose to be here, every day
Value and respect the people around you, they are what
makes us great
Build happy memories. Together

14. We Win
as a Team
Team Values
WE ARE HERE BECAUSE WE BELIEVE STARTUPS ARE A TEAM’S
SPORT. WE ACT FOR THE BENEFIT OF THE TEAM AND THE
SUCCESS OF THE COMPANY. WE SHUT DOWN OUR EGOS AND
DESPISE POLITICS SO WE COULD FOCUS ON MERIT, NOT TITLES
OR STATUS.
Deliver exceptional results so others can count on YOU
Be the team member to lean on and always give a helping
hand
Break team siloes in your thinking and actions

15. We Coach as
a Way of Life
Team Values
JUST LIKE PROFESSIONAL ATHLETES, WE WORK TO PUSH OUR
SKILLS TO THE LIMIT. WE RAISE THE PERFORMANCE BAR WITH
EVERY HIRE AND PROMOTION. WE RECOGNIZE EXCEPTIONAL
TALENT, AND WILLINGLY MOVE THEM THROUGHOUT THE
ORGANIZATION. LEADERS DEVELOP LEADERS AND TAKE
SERIOUSLY THEIR ROLE IN COACHING OTHERS.
Provide continuous, honest and constructive feedback
Set clear expectations and goals, and provide tools and
guidance for success
A good coach, is the one willing to be coached. Be curios and
humble, and always keep on learning.

16. We make
communication
work
Team Values
WE BELIEVE HEALTHY AND EFFECTIVE COMMUNCIATION IS THE
CORNER STONE OF THE BUSINESS. WE FANTICALLY WORK TO
EFFECTIVLY PUSH INFOMRATION AND TO EASILY EXPOSE
KNOWLEDGE TO OUR PEOPLE SO THEY CAN DO THE MOST
AMAZGIN WORK
Speak directly and speak the truth. Openly disagree, and then
fully commit.
Publicly present information and data for all to “pull” and
use effectively
Continuously “push” communications for ongoing operations,
it’s the key for excellence

17. You are
Obsessed
with your
Craft
Individual Values
YOU ARE HERE BECAUSE YOU SEEK TO BE THE BEST IN WHAT YOU
DO. YOU USE THE PLATFORM GIVEN TO YOU TO STAY AHEAD OF
THE CURVE AND DELIVER EXCEPTIONAL RESULTS.
Strive to perfect your craft every day. Be a role model
Advocate your insights, initiatives and learnings to inspire
others
Innovate in your field - early adoption is your secret weapon

18. You are
Always First
Individual Values
YOU ARE HERE BECAUSE YOU UNDERSTAND SPEED MATTERS TO
THE BUSINESS. YOU ARE THE FIRST TO RESPOND, FIRST TO
INNOVATE AND RELEASE A FEATURE, FIRST TO ACT AND FIRST TO
COURSE-CORRECT. YOU OPERATE WITH A SENSE OF URGENCY
AND AIM TO MEET THE MARKET FIRST, ALWAYS.
Operate in blazing speed and uncompromised accuracy
Never keep others waiting for you
Automate whatever you can to create an unfair advantage

19. You Work
to Perfect
Individual Values
YOU ARE HERE BECAUSE STAGNATION DRIVES YOU CRAZY. YOU
ASPIRE TO ALWAYS INNOVATE AND PUSH US TO THE NEXT LEVEL.
YOU HAVE NO SENSE OF ENTITLEMENT; YOU ROLL UP YOUR
SLEEVES AND GET THINGS DONE.
Proactively take responsibility to fix what needs to be fixed.
Relentlessly insist on the highest standards.
Continuously hunt and shatter bottle necks. Embrace change.
Debrief everything - continuously, openly and widely

20. You are
a Captain
Individual Values
YOU ARE HERE TO MAKE A HUGE IMPACT. YOU BELIEVE LEADERS
ARE OWNERS, AND YOU TAKE FULL OWNERSHIP ON EVERYTHING
YOU DO. YOU STAY ON TOP OF YOUR MISSION, YOUR RESOURCES
AND STAKEHOLDERS, AND YOU ORCHESTRATE IT ALL TO DELIVER
AMAZING RESULTS. YOU NEVER SAY, “THIS IS NOT MY JOB”.
Lead with a clear and focused mission statement.
Set clear goals to the mission, and measure continuously. Ring
the right bells and ring them hard.
Take hard and focused decisions fast, steer the process and get
things done.

21. So, what’s next
• Start using them – challenge yourselves and challenges others.
Escalate, and make sure we hold ourselves to these standrds.
• Infuse these principles at everything we do:
• Meetings
• Projects
• Policies
• Conversations
• Hiring process
• Employee assessments
• And more!
• Appointing ”Value champions” who will be responsible on
initiatives that infuses these value even deeper into our org

22. Thank you!