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The Asana Culture Code
#culturecode
A team of peers on a bold
mission
Asana’s mission is to help humanity
thrive by enabling all teams to work
together effortlessly.
We’ve set out to do great things.
Our mission statement is clearly defined so everyone
at Asana is aligned towards the same ultimate goal.
ON A MISSION
Our
mission
Our story
Asana was started after Dustin Moskovitz and Justin
Rosenstein built an internal tool at Facebook that
changed how the company coordinated work. They
realized this technology could help every organization
achieve their goals. Now, Asana is a team of over 200
peers across three offices in SF, NYC, and Dublin.
Our
values
Clearly defined values drive our
culture and decision-making:
1. Mindfulness
2. Equanimity (over Suffering)
3. Aiming to Maximize Impact
4. Company as Collective of Peers
5. Investing in Ourselves, Each Other, and Our
Efficiency
6. Trust in Judgement over Rules & Incentives
7. Pragmatic Craftsmanship
8. Egolessness
9. Balancing Reason and Intuition
10. Balancing or Integrating Opposites
11. Transparency by Default
Our
brand
attributes
Along with our mission and values, our brand attributes are a part of our
core identity. They are the set of emotional associations we want people
to have with our company and product.
Empowering
Motivating, Encouraging, Enabling
Asana helps people do what they love.
We provide invaluable support for teams
that are benefiting the world, whether
they’re working on moonshot visions or
more down-to-earth ambitions. We aren’t
the hero of our story—they are.
Purposeful
Passionate, Intentional, Effective
Asana exists to help humanity thrive. Our
mission is audaciously large and
motivates every step we take. Instead of
acting impulsively, we take each step
with deliberate planning, craftsmanship,
and focus. And then we get the job done.
Quirky
Playful, Unconventional, Whimsical
Asana doesn’t take itself too seriously. We
love all the delightful moments that make us
smile unexpectedly, so we create those
moments for our customers too. By letting
ourselves have fun, we make countless
workplaces a lot less boring.
Approachable
Genuine, Unpretentious, Loving
Asana keeps it real. We’re open and honest,
avoiding aloof corporate language and
phony marketing spin. We see ourselves
less as a company and more as a team of
humans helping other humans, so being
friendly and sincere comes naturally.
Our
customers
Our mission exists to help other teams achieve their
missions.
Customers inspire us to continue improving Asana
and motivate us to achieve our own mission.
ON A MISSION
— MARK ARNOLDY, Executive Director
“With Asana providing a clear trajectory for the work we do,
we've become more disciplined in our decision making and
have magnified the volume and velocity of our output. Our
whole culture has become centered around clarity, timeliness
and speed. The difference has been remarkable.”
— CHRIS BEAUMONT, Creative Director
"Asana is the glue that connects our 3 production offices in San Francisco,
London, and Sydney. It gives our content operation a transparency that's
impossible with email, enabling sales, marketing, PR, and finance a vital
window into our schedule and workflow. Since adopting it we've been able
to dispense with several expensively maintained in-house solutions, and
we've worked with Asana's excellent customer feedback team to have
features built in that suit our needs.”
— ALEX COLE, Content Marketing
"When you have up to 40 people involved in creating content
for a brand publication, it's easy to lose track of all the
moving pieces. Asana helps us keep track of our work and is
the central place for all of our team communication. We're
able to publish great content without missing a beat.”
— JAIMIE FALLON, Head of Creative Services
"There are a million moving pieces to keep track of in order to put
on an event like the Tribeca Film Festival. Asana is where we track
every single piece of creative--from signage to digital assets—and
make sure that they're finished in time. Asana has saved us on a
good number of occasions and has helped us create an
experience that our team is overwhelmingly proud of.”
A team of peers
We’re more than a company, we’re a team of
peers. Mindfulness and mutual respect
permeate our culture—in fact, they’re the keys
to our success.
TEAM OF PEERS
A balanced
management
philosophy
“Too much management blocks creativity and the
ability of teammates to reach their potential, while a
completely “flat” structure keeps people from growing
as much as they could. A balanced, “just right”
approach gives people the freedom they need to
contribute at their full potential, while also providing
the support that helps them grow to become even
more capable.”
Dustin Moskovitz
‘Goldilocks Management’
TEAM OF PEERS
Distributed
responsibility
Instead of having all decisions flow through
management, we distribute responsibility as evenly as
possible. Everyone at Asana has clearly defined
Areas of Responsibility, for which they are the
ultimate decision maker.
This is a new approach to workplace empowerment
and is why Asana scores in 99th percentile of
employee engagement for our industry and is
consistently rated 5 out of 5 on the popular review
site, Glassdoor.
TEAM OF PEERS
TEAM OF PEERS
Growing
together
From daily meals to team off-sites, learning lunches,
extracurricular activities, and company-wide events,
we stay connected as we grow.
TEAM OF PEERS
Coaching and
mentorship
All Asanas are encouraged to participate in a
Conscious Leadership Group training, often with
several of their team members at the same time. It
provides us with a common framework to
communicate.
Every Asana has access to executive coaching to
work on career and personal development.
We have a robust onboarding program with mentors
for every new hire.
Our peer mentorship program facilitates learning
amongst Asanas across the entire organization.
TEAM OF PEERS
Radically
inclusive
Our vision for Asana has always included building a
diverse team. We see this as critical to creating a
culture that attracts the best people in our industry—
whether or not they themselves are from
underrepresented groups.
Our diversity goals reflect both the culture we’d like
to work in and the strategy that leads us to success.
As a company, we strive to be the change we want to
see in the workplace. And the workplace we want to
see in this world is radically inclusive.
TEAM OF PEERS
"The conversations we have are really open
and conducive to expressing our emotions."
— KATIE SCHMALZRIED, Product Manager
"Our vision for Asana has always included
building a diverse team [...] as a company, we
strive to be the change we want to see in the
workplace. And the workplace we want to
see in this world is radically inclusive."
— DUSTIN MOSKOVITZ, Co-founder and CEO
“I think a lot of Asana's success comes from starting
with a very flat hierarchy that empowers all people to
contribute and be heard across projects and teams.”
— ASHLEY KEMPER, Marketing and Analytics Lead
“[The] company as a whole is so self-aware—in
thinking about different perspectives, staying
mindful, and connecting with others.”
— SONJA GITTENS-OTTLEY, Diversity and Inclusion Lead
TEAM OF PEERS
Radically
Inclusive
We take the time to find people who are among the
best in the world at what they do or who have the
potential to grow into the best. We work as a team to
get to know the whole person, communicate our
values, and ensure that candidates are well-informed
and delighted throughout the recruiting process. But
our work extends beyond just our team: our holistic
approach to the hiring process involves working with
hiring managers, teams, and leaders across the
company on everything from our growth plans to our
hiring processes and decisions. Recruiting is a
company-wide effort and responsibility and we
encourage all Asanas to adopt the motto “Always Be
Recruiting.”
TEAM OF PEERS
Recruiting
differently
Work hard, live well
We’re devoted to helping
teams track their work, so
we’ve set up our own
structure that gives us
clarity and helps us do
great things.
We organize our company calendar into Episodes.
Approaching our work in focused periods of time
helps us prioritize, keeps us accountable, and
ensures we’re always moving forward.
We plan and define goals before the start of each
episode during Roadmap Week.
Every team sets goals for each episode called Key
Results.
Each Episode has two special weeks: Polish Week
and Grease Week.
Working in
episodes
WORK HARD
Every episode we take a week away from our
program work to focus on user-facing
improvements—polishing our product. Polish Week is
also a fun time in the office: we dress up, eat Polish
food, and even paint our faces and nails.
Polish Week
WORK HARD
Polish Week
Grease Week
Grease Week is Polish Week’s counterpart. During
Grease Week, we make internal improvements, like
fine-tuning our processes and updating tools. We
don’t add any new features during Grease Week, but
the work we accomplish is vital to our ability to ship
features efficiently in the future.
WORK HARD
Grease Week
Achieving key
results
We give equal attention to our mission and the small
steps that will get us there. Each day, we focus on
putting one foot in front of the other, never forgetting
that we’re shooting for the moon.
We set goals, called Key Results (KRs), at the
beginning of every episode, and use Asana to track
our progress. While we strive for 100% success, we
build in room for failure and reflection and know that
we’ll typically only hit about 70% of our KRs.
At the end of each episode, we share a summary of
our work with the whole company, which aligns with
our value of transparency and holds us accountable
to our peers.
WORK HARD
We treat “failures” as opportunities for growth. When
things don’t go according to plan, we run a “5 Whys”
exercise. By the time we reach our fifth “Why?” we
reach the root of the problem and can better avoid
the same issues in the future.Asking
5 Whys
WORK HARD
Hackathons
Hackathons give us the time to learn something new,
work on something we normally wouldn’t, or go
completely out of our comfort zones.
There are only a few rules for hackathons:
1. Hackathons are held once every episode.
2. Everyone at the company participates.
3. Have fun. Get creative. Challenge yourself.
4. Ship it and show it at hackathon demos.
GET THINGS DONE
Hackathons
Have fun.
Get creative.
Challenge yourself.
Hackathon News
We do our best not to have meetings on
Wednesdays. The goal of this practice is to give
everyone a large block of uninterrupted time to do
focus work.
No meeting
Wednesdays
WORK HARD
We use
Asana
Asana is more than a product, it’s a way to work together. Every
time we improve our product, we improve our own ability to work
together and get one step closer to achieving our mission.
How we use Asana at Asana.
How we use Asana in our infrastructure.
Work hard, live well
People are most effective when they are
focused and at ease at work. Asana’s culture
and environment are designed to enrich our
mental, physical, personal, and professional
selves.
LIVE WELL
We cover 100% of insurance premiums, offer generous
parental leave, unlimited vacation time, commuter
benefits, and Uber credits.
Our culinary team serves three nutritious and delicious
meals each day.
We have yoga on-site daily and offer free gym
memberships.
We offer free executive coaching to all Asana
employees to grow personally and professionally.
We provide
exceptional
benefits
LIVE WELL
Drool over our
culinary creations
#asanaculinary
Our office is conveniently located in San Francisco’s
sunny Mission District. It has sweeping views, space
to roam, a large Café, and a coffee bar. We gather in
our event space, aptly named “Stadium,” for all-hands
or presentations, meet in our dozens of meeting
rooms, or catch some shut-eye in one of our three
nap rooms.
Our NYC and Dublin offices are growing as their
respective teams grow, and each Asana is
empowered to craft the space and culture they want
to build.
Working in a
space we ♥
HEALTHY AND HAPPY
Watch the sunset
with us
#asanasunsets
Asana office
views
In the office we treat everyone as a peer, with
kindness, love, and respect.
Adding a to a task in the product shows gratitude
or support.Celebrating
success
ON A MISSION
The Asana Culture Code
The Asana Culture Code

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The Asana Culture Code

  • 1. The Asana Culture Code #culturecode
  • 2. A team of peers on a bold mission
  • 3.
  • 4. Asana’s mission is to help humanity thrive by enabling all teams to work together effortlessly. We’ve set out to do great things. Our mission statement is clearly defined so everyone at Asana is aligned towards the same ultimate goal. ON A MISSION Our mission
  • 5. Our story Asana was started after Dustin Moskovitz and Justin Rosenstein built an internal tool at Facebook that changed how the company coordinated work. They realized this technology could help every organization achieve their goals. Now, Asana is a team of over 200 peers across three offices in SF, NYC, and Dublin.
  • 6. Our values Clearly defined values drive our culture and decision-making: 1. Mindfulness 2. Equanimity (over Suffering) 3. Aiming to Maximize Impact 4. Company as Collective of Peers 5. Investing in Ourselves, Each Other, and Our Efficiency 6. Trust in Judgement over Rules & Incentives 7. Pragmatic Craftsmanship 8. Egolessness 9. Balancing Reason and Intuition 10. Balancing or Integrating Opposites 11. Transparency by Default
  • 7. Our brand attributes Along with our mission and values, our brand attributes are a part of our core identity. They are the set of emotional associations we want people to have with our company and product. Empowering Motivating, Encouraging, Enabling Asana helps people do what they love. We provide invaluable support for teams that are benefiting the world, whether they’re working on moonshot visions or more down-to-earth ambitions. We aren’t the hero of our story—they are. Purposeful Passionate, Intentional, Effective Asana exists to help humanity thrive. Our mission is audaciously large and motivates every step we take. Instead of acting impulsively, we take each step with deliberate planning, craftsmanship, and focus. And then we get the job done. Quirky Playful, Unconventional, Whimsical Asana doesn’t take itself too seriously. We love all the delightful moments that make us smile unexpectedly, so we create those moments for our customers too. By letting ourselves have fun, we make countless workplaces a lot less boring. Approachable Genuine, Unpretentious, Loving Asana keeps it real. We’re open and honest, avoiding aloof corporate language and phony marketing spin. We see ourselves less as a company and more as a team of humans helping other humans, so being friendly and sincere comes naturally.
  • 8. Our customers Our mission exists to help other teams achieve their missions. Customers inspire us to continue improving Asana and motivate us to achieve our own mission. ON A MISSION
  • 9. — MARK ARNOLDY, Executive Director “With Asana providing a clear trajectory for the work we do, we've become more disciplined in our decision making and have magnified the volume and velocity of our output. Our whole culture has become centered around clarity, timeliness and speed. The difference has been remarkable.”
  • 10. — CHRIS BEAUMONT, Creative Director "Asana is the glue that connects our 3 production offices in San Francisco, London, and Sydney. It gives our content operation a transparency that's impossible with email, enabling sales, marketing, PR, and finance a vital window into our schedule and workflow. Since adopting it we've been able to dispense with several expensively maintained in-house solutions, and we've worked with Asana's excellent customer feedback team to have features built in that suit our needs.”
  • 11. — ALEX COLE, Content Marketing "When you have up to 40 people involved in creating content for a brand publication, it's easy to lose track of all the moving pieces. Asana helps us keep track of our work and is the central place for all of our team communication. We're able to publish great content without missing a beat.”
  • 12. — JAIMIE FALLON, Head of Creative Services "There are a million moving pieces to keep track of in order to put on an event like the Tribeca Film Festival. Asana is where we track every single piece of creative--from signage to digital assets—and make sure that they're finished in time. Asana has saved us on a good number of occasions and has helped us create an experience that our team is overwhelmingly proud of.”
  • 13. A team of peers
  • 14. We’re more than a company, we’re a team of peers. Mindfulness and mutual respect permeate our culture—in fact, they’re the keys to our success. TEAM OF PEERS
  • 15. A balanced management philosophy “Too much management blocks creativity and the ability of teammates to reach their potential, while a completely “flat” structure keeps people from growing as much as they could. A balanced, “just right” approach gives people the freedom they need to contribute at their full potential, while also providing the support that helps them grow to become even more capable.” Dustin Moskovitz ‘Goldilocks Management’ TEAM OF PEERS
  • 16. Distributed responsibility Instead of having all decisions flow through management, we distribute responsibility as evenly as possible. Everyone at Asana has clearly defined Areas of Responsibility, for which they are the ultimate decision maker. This is a new approach to workplace empowerment and is why Asana scores in 99th percentile of employee engagement for our industry and is consistently rated 5 out of 5 on the popular review site, Glassdoor. TEAM OF PEERS
  • 18. Growing together From daily meals to team off-sites, learning lunches, extracurricular activities, and company-wide events, we stay connected as we grow. TEAM OF PEERS
  • 19. Coaching and mentorship All Asanas are encouraged to participate in a Conscious Leadership Group training, often with several of their team members at the same time. It provides us with a common framework to communicate. Every Asana has access to executive coaching to work on career and personal development. We have a robust onboarding program with mentors for every new hire. Our peer mentorship program facilitates learning amongst Asanas across the entire organization. TEAM OF PEERS
  • 20. Radically inclusive Our vision for Asana has always included building a diverse team. We see this as critical to creating a culture that attracts the best people in our industry— whether or not they themselves are from underrepresented groups. Our diversity goals reflect both the culture we’d like to work in and the strategy that leads us to success. As a company, we strive to be the change we want to see in the workplace. And the workplace we want to see in this world is radically inclusive. TEAM OF PEERS
  • 21. "The conversations we have are really open and conducive to expressing our emotions." — KATIE SCHMALZRIED, Product Manager "Our vision for Asana has always included building a diverse team [...] as a company, we strive to be the change we want to see in the workplace. And the workplace we want to see in this world is radically inclusive." — DUSTIN MOSKOVITZ, Co-founder and CEO “I think a lot of Asana's success comes from starting with a very flat hierarchy that empowers all people to contribute and be heard across projects and teams.” — ASHLEY KEMPER, Marketing and Analytics Lead “[The] company as a whole is so self-aware—in thinking about different perspectives, staying mindful, and connecting with others.” — SONJA GITTENS-OTTLEY, Diversity and Inclusion Lead TEAM OF PEERS
  • 23. We take the time to find people who are among the best in the world at what they do or who have the potential to grow into the best. We work as a team to get to know the whole person, communicate our values, and ensure that candidates are well-informed and delighted throughout the recruiting process. But our work extends beyond just our team: our holistic approach to the hiring process involves working with hiring managers, teams, and leaders across the company on everything from our growth plans to our hiring processes and decisions. Recruiting is a company-wide effort and responsibility and we encourage all Asanas to adopt the motto “Always Be Recruiting.” TEAM OF PEERS Recruiting differently
  • 25. We’re devoted to helping teams track their work, so we’ve set up our own structure that gives us clarity and helps us do great things.
  • 26. We organize our company calendar into Episodes. Approaching our work in focused periods of time helps us prioritize, keeps us accountable, and ensures we’re always moving forward. We plan and define goals before the start of each episode during Roadmap Week. Every team sets goals for each episode called Key Results. Each Episode has two special weeks: Polish Week and Grease Week. Working in episodes WORK HARD
  • 27. Every episode we take a week away from our program work to focus on user-facing improvements—polishing our product. Polish Week is also a fun time in the office: we dress up, eat Polish food, and even paint our faces and nails. Polish Week WORK HARD Polish Week
  • 28.
  • 29. Grease Week Grease Week is Polish Week’s counterpart. During Grease Week, we make internal improvements, like fine-tuning our processes and updating tools. We don’t add any new features during Grease Week, but the work we accomplish is vital to our ability to ship features efficiently in the future. WORK HARD Grease Week
  • 30. Achieving key results We give equal attention to our mission and the small steps that will get us there. Each day, we focus on putting one foot in front of the other, never forgetting that we’re shooting for the moon. We set goals, called Key Results (KRs), at the beginning of every episode, and use Asana to track our progress. While we strive for 100% success, we build in room for failure and reflection and know that we’ll typically only hit about 70% of our KRs. At the end of each episode, we share a summary of our work with the whole company, which aligns with our value of transparency and holds us accountable to our peers. WORK HARD
  • 31. We treat “failures” as opportunities for growth. When things don’t go according to plan, we run a “5 Whys” exercise. By the time we reach our fifth “Why?” we reach the root of the problem and can better avoid the same issues in the future.Asking 5 Whys WORK HARD
  • 32. Hackathons Hackathons give us the time to learn something new, work on something we normally wouldn’t, or go completely out of our comfort zones. There are only a few rules for hackathons: 1. Hackathons are held once every episode. 2. Everyone at the company participates. 3. Have fun. Get creative. Challenge yourself. 4. Ship it and show it at hackathon demos. GET THINGS DONE
  • 35. We do our best not to have meetings on Wednesdays. The goal of this practice is to give everyone a large block of uninterrupted time to do focus work. No meeting Wednesdays WORK HARD
  • 36. We use Asana Asana is more than a product, it’s a way to work together. Every time we improve our product, we improve our own ability to work together and get one step closer to achieving our mission. How we use Asana at Asana. How we use Asana in our infrastructure.
  • 38. People are most effective when they are focused and at ease at work. Asana’s culture and environment are designed to enrich our mental, physical, personal, and professional selves. LIVE WELL
  • 39. We cover 100% of insurance premiums, offer generous parental leave, unlimited vacation time, commuter benefits, and Uber credits. Our culinary team serves three nutritious and delicious meals each day. We have yoga on-site daily and offer free gym memberships. We offer free executive coaching to all Asana employees to grow personally and professionally. We provide exceptional benefits LIVE WELL
  • 40. Drool over our culinary creations #asanaculinary
  • 41. Our office is conveniently located in San Francisco’s sunny Mission District. It has sweeping views, space to roam, a large Café, and a coffee bar. We gather in our event space, aptly named “Stadium,” for all-hands or presentations, meet in our dozens of meeting rooms, or catch some shut-eye in one of our three nap rooms. Our NYC and Dublin offices are growing as their respective teams grow, and each Asana is empowered to craft the space and culture they want to build. Working in a space we ♥ HEALTHY AND HAPPY
  • 42.
  • 43. Watch the sunset with us #asanasunsets Asana office views
  • 44. In the office we treat everyone as a peer, with kindness, love, and respect. Adding a to a task in the product shows gratitude or support.Celebrating success ON A MISSION