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BUSINESS FOR ENGINEERS: 
COMPANY VALUES 
Jan Isakovic 
@iYan
USUAL REACTIONS TO THE 
CONCEPT 
• What a silly thing 
• Marketing BS 
• Something to put on a web page 
• Can I go back to work now?
PERSONAL VALUES 
Enable us to make decisions 
• personal freedom: should an authority 
regulate something 
• morals: gay marriage 
Enable us to forge bonds with others 
• common values are a good indicator if we 
are compatible with somebody 
Enable us to form communities 
• Jewish kibbutz 
• Amish town 
• “Open carry” towns in USA
COMPANY VALUES 
Enable us to make decisions 
• “Customer satisfaction first!” (Zappos) 
• Warranty, attitude, .. 
Enable us to form relationships with customers 
• “I’ll pay a bit more because I like their customer service 
policy” 
Enable companies to find suitable employees
COMPANY VALUES 
So when Zappos hires new employees, it provides a four-week 
training period. After that it's time for what Zappos calls “The 
Offer.” 
! 
“If you quit today, we will pay you for the amount of time 
you've worked, plus we will offer you a $1,000 bonus." 
! 
If you're willing to take the company up on The Offer, you obviously 
don't have the sense of commitment they are looking for. 
Source
LET’S SEE SOME EXAMPLES!
Our Values 
As a company, and as individuals, we value integrity, honesty, 
openness, personal excellence, constructive self-criticism, 
continual self-improvement, and mutual respect. 
We are committed to our customers and partners and have a 
passion for technology. We take on big challenges, and pride 
ourselves on seeing them through. 
We hold ourselves accountable to our customers, shareholders, 
partners, and employees by honoring our commitments, 
providing results, and striving for the highest quality.
• Customer Obsession 
•Ownership 
• Invent and Simplify 
• Are Right, A Lot 
• Hire and Develop the Best 
• Insist on the Highest Standards 
• Think Big 
• Bias for Action 
• Frugality 
• Vocally Self Critical 
• Earn Trust of Others 
• Dive Deep 
• Have Backbone; Disagree and 
Commit 
• Deliver Results
1. Deliver WOW Through 
Service 
2. Embrace and Drive Change 
3. Create Fun and A Little 
Weirdness 
4. Be Adventurous, Creative, 
and Open-Minded 
5. Pursue Growth and Learning 
6. Build Open and Honest 
Relationships With 
Communication 
7. Build a Positive Team and 
Family Spirit 
8. Do More With Less 
9. Be Passionate and Determined 
10. Be Humble
Ten things we know to be true 
1.Focus on the user and all else will follow. 
2.It’s best to do one thing really, really well. 
3.Fast is better than slow. 
4.Democracy on the web works. 
5.You don’t need to be at your desk to need an answer. 
6.You can make money without doing evil. 
7.There’s always more information out there. 
8.The need for information crosses all borders. 
9.You can be serious without a suit. 
10.Great just isn’t good enough.
CREATING COMPANY VALUES 
• You usually cannot create them, unless you are 
building a start-up 
• But you can discover them 
More info 1 More info 2 More info 3
So - what are your company’s core values?
BUSINESS FOR ENGINEERS 
1: Customers and sales 4: Value proposition 
2: Product conception 5: Core competencies 
3: Minimum Viable Product 6: Company values 
Jan Isakovic 
@iYan
BUSINESS FOR ENGINEERS 
Thanks for checking these out - if you have ideas for more 
topics let me know! 
Connect with me on LinkedIn! Follow me on Twitter!

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Business for engineers part 6: Company values

  • 1. BUSINESS FOR ENGINEERS: COMPANY VALUES Jan Isakovic @iYan
  • 2. USUAL REACTIONS TO THE CONCEPT • What a silly thing • Marketing BS • Something to put on a web page • Can I go back to work now?
  • 3. PERSONAL VALUES Enable us to make decisions • personal freedom: should an authority regulate something • morals: gay marriage Enable us to forge bonds with others • common values are a good indicator if we are compatible with somebody Enable us to form communities • Jewish kibbutz • Amish town • “Open carry” towns in USA
  • 4. COMPANY VALUES Enable us to make decisions • “Customer satisfaction first!” (Zappos) • Warranty, attitude, .. Enable us to form relationships with customers • “I’ll pay a bit more because I like their customer service policy” Enable companies to find suitable employees
  • 5. COMPANY VALUES So when Zappos hires new employees, it provides a four-week training period. After that it's time for what Zappos calls “The Offer.” ! “If you quit today, we will pay you for the amount of time you've worked, plus we will offer you a $1,000 bonus." ! If you're willing to take the company up on The Offer, you obviously don't have the sense of commitment they are looking for. Source
  • 6. LET’S SEE SOME EXAMPLES!
  • 7. Our Values As a company, and as individuals, we value integrity, honesty, openness, personal excellence, constructive self-criticism, continual self-improvement, and mutual respect. We are committed to our customers and partners and have a passion for technology. We take on big challenges, and pride ourselves on seeing them through. We hold ourselves accountable to our customers, shareholders, partners, and employees by honoring our commitments, providing results, and striving for the highest quality.
  • 8. • Customer Obsession •Ownership • Invent and Simplify • Are Right, A Lot • Hire and Develop the Best • Insist on the Highest Standards • Think Big • Bias for Action • Frugality • Vocally Self Critical • Earn Trust of Others • Dive Deep • Have Backbone; Disagree and Commit • Deliver Results
  • 9. 1. Deliver WOW Through Service 2. Embrace and Drive Change 3. Create Fun and A Little Weirdness 4. Be Adventurous, Creative, and Open-Minded 5. Pursue Growth and Learning 6. Build Open and Honest Relationships With Communication 7. Build a Positive Team and Family Spirit 8. Do More With Less 9. Be Passionate and Determined 10. Be Humble
  • 10. Ten things we know to be true 1.Focus on the user and all else will follow. 2.It’s best to do one thing really, really well. 3.Fast is better than slow. 4.Democracy on the web works. 5.You don’t need to be at your desk to need an answer. 6.You can make money without doing evil. 7.There’s always more information out there. 8.The need for information crosses all borders. 9.You can be serious without a suit. 10.Great just isn’t good enough.
  • 11. CREATING COMPANY VALUES • You usually cannot create them, unless you are building a start-up • But you can discover them More info 1 More info 2 More info 3
  • 12. So - what are your company’s core values?
  • 13. BUSINESS FOR ENGINEERS 1: Customers and sales 4: Value proposition 2: Product conception 5: Core competencies 3: Minimum Viable Product 6: Company values Jan Isakovic @iYan
  • 14. BUSINESS FOR ENGINEERS Thanks for checking these out - if you have ideas for more topics let me know! Connect with me on LinkedIn! Follow me on Twitter!