Our Guiding Principles | What Keeps Us Grounded

We choose positivity.
- We always approach things in a positive and optimistic way.
- We avoid criticizing our clients, partners, and team members – we are working together with them to accomplish things we are all proud of.
- We understand that the way we approach challenges, and the way we approach interactions with others, sets the stage for what comes next.
- We recognize that in the age of digital communication, it’s difficult to convey positivity and happiness, so we work hard to make sure that every email, text, voicemail, or phone call has a positive, friendly tone!
- We are genuinely appreciative. We appreciate the opportunities our clients give us to do great work. We appreciate the trust our partners have in us. We appreciate the support we get from each other.
Be confident but be humble.
- We all operate as if we are insightful and experienced – because we are – but we don’t let our egos interfere with our progress, or our relationships.
- As individuals we each have varying degrees of experience in this field, but our collective experience reaches far beyond that of any single one of us.
- We recognize that as experienced as we are, we don’t know everything. There is a lot we can learn from each other, from our partners, and from our clients (and from the Internet).
- No matter how sure we are of a solution, we know that it is always possible (and likely) that there is a better way.
- Words James lives by: The line between confidence and arrogance is razor thin.
The customer always has a point.
- We always remind ourselves that our job is to improve a very small, specific part of our client’s business, and not necessarily change their business altogether.
- Our goal is always to help our clients succeed. Success to our clients is probably achieved by turning a profit, keeping investors happy, etc. What we do is not the end, it’s part of the means.
- When we disagree with our clients, the default assumption is not that the client is wrong. Every disagreement is an opportunity to reassess the situation, gain some perspective, and to provide the client with a compelling recommendation that works.
It’s about relationships.
- Good relationships fuel more projects and more profits – not the other way around. There is obviously a lot more that goes into growing our business, but at a fundamental level, it is impossible to sustain a pipeline of meaningful and profitable projects if we don’t maintain meaningful relationships.
- Clients will forgive a host of shortcomings in order to work with people they like and trust. That doesn’t mean we can get away with sub-par performance, but even excellent performance won’t overcome terrible relationships.
- Don’t fake it. Build a real rapport with our clients (and each other). Care about our clients and their concerns. Take the time to ask questions and understand their perspective and appreciate them as people.
- Remember – people are not tasks on a checklist. Building real relationships is about more than checking the right box.
We’re marathoners.
- Finish strong. In a marathon it’s easy to set a good pace early. But as the miles tick by, if you’re not focused, your pace gradually drops. By mile 20 you’re fighting the urge to walk a little, and maybe fighting the urge to quit altogether. Those last 6.2 miles take some grit and persistence.
- In our work, there are all sorts of external factors that will cause our pace to drop – other projects, unresponsive clients, technical challenges. Even as the course changes and obstacles pop up, keep moving toward the finish line consistently.
- When you hit the wall, find the motivation you need to break through it. Lean on a team member to help you pick up the pace until you settle back into a good rhythm. Talk through technical problems you’re stuck on. Get a fresh perspective online or from friends in the industry. Have a conversation with the client. The wall will come, but don’t let it keep us from getting to the finish line.
- In development, people often think in terms of sprints. Finishing a sprint gets us closer, but it doesn’t get us across the finish line.
- Celebrate. Finishing is something to be proud of. Take a step back and look at what we accomplished. Think about the things that went well and the challenges we overcame, and most importantly, think about how this experience makes us that much more prepared for the next marathon.
Adversity equals opportunity.
- Sometimes things go sideways – projects don’t go smoothly, clients aren’t happy with us, unexpected challenges present themselves. These times are our greatest opportunities to do excellent work and strengthen relationships.
- Navigating high-pressure situations gives us a chance to not only work collaboratively with each other, but also to work collaboratively with our clients. There is no better circumstance to prove to our clients that we’re not just a vendor, but we are on the same team, working toward the same goal, and there is tremendous value in that.
- Dealing with big challenges forces us to think outside the box, and approach problems in different ways. Being forced out of our comfort zones means we must learn and grow, making us better developers, better problem solvers, and better communicators.
Wash your hands.
- We wash our hands because each of us cares about our own personal wellbeing, but also because we care about the wellbeing of the rest of the team. In that same vein, we always aim to operate conscientiously, with care and quality and efficiency – that benefits each of us individually, and all of us collectively.
- During busy or stressful times, it’s more important than ever to be aware of your own mental wellbeing and the wellbeing of your teammates.
- Throughout the day, pause to take a deep breath. Step away from your screen. Exercise. Engage in a real conversation.
- Rely on others when you need help. Be available to help when others need it.
- Don’t lose perspective. The work we do for our clients is important. But all the work we do is a means toward improving people’s lives in some small way, including our own.
Make the most of it.
- As a teenager working in food service, I heard more than one manager use the phrase “if you can lean, you can clean.” It may seem like you’re caught up and there is nothing to do… but there is always something useful to do.
- Don’t take your foot off the gas. As the pressure of looming deadlines eases, it’s nice to take a well-deserved breath and relax for a moment. Reflect on what has worked well and where we can improve. Enjoy the success we’ve had, but it’s not a time to idle. Carry that momentum into improving the way we work, increasing efficiencies internally, learning new technologies, and preparing to handle the next rush of new projects and client work as successfully as we can.
- Every moment we have is an opportunity, so make the most of it.
I don’t get it.
- Understanding is the key. One of TPI’s greatest strengths is our curiosity and our willingness to say “I don’t get it.” That statement leads to deeper conversations and more clarity for us as designers, developers, and communicators, and it often leads to more clarity for our partners and clients as well.
- “I don’t get it” prompts clients to reevaluate and articulate their KPIs, their audience, or their product. And that process will either reinforce their existing position, or help them identify gaps they hadn’t considered. Either of those scenarios is an eventual win for the client and for us.
- “I don’t get it” may mean that you don’t understand a technical requirement, or that you don’t understand why someone would care about a topic, or that you can’t see a path toward positive ROI. Recognize when clarification would be helpful and ask for it.
Yes, and…
- TPI is additive. Our success has been built on adding value to the equation, whether that means bringing complementary skills to a project, or introducing new ideas that expand on a concept.
- “Yes” puts us in the mindset of productive collaboration and encourages others to also contribute, rather than shutting down the line of thinking. “And…” allows us to suspend judgment and move forward to explore ideas together in a positive way.
- Think of our clients as our improv partners. In order for our sketch to succeed, we have to accept the premise (“Yes”). And in the spirit of cooperation and collaboration, build on that idea without limitations (“and…”).

We’re happy to help.

We invite you to connect with our team to partner on your next project or explore whether TPI is a good fit. Take a moment to help us understand your needs, and we’ll make sure the right person responds right away.