Being successful is more important than being rich, however these are not mutually exclusive.

Ideas are infinitely renewable and should be free as in freedom of speech, not as in free beer.

Financial, social and environmental sustainability are of equal significance.

Innovation for innovation’s sake is an acceptable justification.

Be determined but not dogmatic.

There shall never be more than five projects being actively worked upon at any one time.

Being notable is valuable to the business, being famous is not.

A multi-disciplinary approach is better than a singular one.

Non physical assets are to be prioritised ahead of physical ones.

No activity will be undertaken in which the purpose is to inhibit or slow the activity of another business.

Technology is to be seen as a force for good, however this is to be qualified by value twelve.

Solutions which by their nature could have been brought about prior to the invention of a modern process are more desirable than those which depend upon a modern process.

A strong relationship between academic institutions, industry bodies & manufacturers should be maintained wherever possible but not where this is in contravention to the previous core values.

All values except for this one will be reviewed annually and can be changed, removed and/or replaced but only by unanimous agreement by the current shareholders.