The document outlines the core values of an organization which include being proud of their work, challenging conventions and established markets, setting new standards for innovation and quality by drawing from various industries, prioritizing excellent products, customer experience, and then profits, and celebrating and reviving American traditions of craftsmanship and design.

43. Core Values
• Be proud of what you do, or do not do it.
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• Challenge convention. Ignore, then transcend established market segments.
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• Set new standards for innovation and quality. Seek solutions from a myriad of
industries to find the most elegant solutions. Keep an open eye…
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• Product first, people next, then profits.
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• Celebrate and revive American traditions in craftsmanship and design.