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G-TRIBE: Growing Our Core Values

Published: February 16, 2021

About Ninety

Genuine core values reflect the DNA of great organizations, their colleagues, and, when things are really running on all cylinders, all of their stakeholders. In the book, Traction, author Gino Wickman describes core values as a “small set of vital and timeless guiding principles for your company…. These core values define your culture and who you truly are as people.”

Here at Ninety, we recently asked ourselves if our core values totally reflect who we are and what we do. We recognized that our own original core values TRIBE were actually understating a core part of our DNA! As one of the fastest growing software companies in the United States, one core value related to that growth part of our culture and who we are as people was somewhat buried inside of one of our other core values.

What was it? “GSSD,” also known as “Get Smart Stuff Done.”

In a fast-moving environment, speed and productivity are paramount. At the same time we realize that getting stuff done (aka GSD) for the sake of finding the fastest solution in the moment isn’t always the best thing for our stakeholders over the long-term. No, that’s why we’ve added an extra S to GSD. It’s not just about getting stuff done; it’s about mindfulness for each decision, making sure it's the smartest, best choice for the organization in the long term, and not just the fastest or easiest option in the moment.

It’s a practice we preach. It’s what we do. Now it officially reflects who we are.

During our recent quarterly meeting, we decided to make things right.

Introducing the G-TRIBE!

Our values:

G​...Get Smart Stuff Done
R​...Results ​
B​...Best ​
E​…Extra Mile
(aka the G-TRIBE)

It’s important to note that changing one’s core values is not something that should be taken lightly. Revising them adding or subtracting from the original list  requires thoughtful consideration. Yet in the end, when we get it right, the new values present who we really are and make it even easier to attract and retain our kind of people. And with those in place, building an extraordinarily productive, humane and resilient company becomes… almost easy.