Values Statement for Altir

The problem: Altir, a Silicon Valley company accelerator, was creating a values statement to match a rebranding effort. They had existing copy with good ideas but the language in it didn’t yet inspire.

The process: I was subcontracted to take a first draft into a more pithy and vibrant copy that would turn heads. To do this

  • I analyzed the values statements of over 30 companies. I noticed that values statements either tended to be short and aphoristic or longer, with one to three word opening followed by clauses that expanded on those ideas.

  • I tried to create an inspirational, yet restrained tone. I imagined the character of Buzz Lightyear as a Californian.

  • I researched Altir’s website to get a sense of their projects, their voice, and their audience.

  • I created two prototypes so the owners they could experience a few options and provide feedback.

The result: I came up with statements that reflected Altir’s focus on the future, flexibility, and innovation. I kept the statements concise, yet evocative. When presented with both options, the founders were excited by the longer copy.

Values Statement for Altir

  • Original Copy (to be Fixed)

    Energetic and supportive: We operate at the edges of innovation, and we cultivate a thrilling culture around it. We provide a safe space for people and business partners to grow by taking more creative risks.

    Mutually symbiotic: We’re the pit crew for some of the fastest race cars in the world. We understand the relationship between what we provide and how fast and far they can go.

    Transparent and accountable:We’re fully committed to each other, our funders, and our partners. We get that everyone’s decisions and actions impact everyone else’s.

    Innovation obsessed: Every day we scan the status quo for creative opportunities for disruption, assuming they are everywhere.

    Rigorous: We humbly ask ourselves and each other to be the absolute best at what we do. Through mentorship we provide singular career growth for each other.

    Both agile and wise by design: We maintain the point of view of a startup and apply the savvy judgment of an experienced enterprise. We embrace change and inject creative agility into everything we do.

  • Version 1: Short, Punchy Copy

    • Make it matter

    • See beyond the status quo

    • Obsess about innovation

    • Community adds vitality

    • Amplify the outcome

    • Repeat

  • Version 2: Longer Copy with Elaboration

    • Make it matter: Our clients are responding to our world’s most pressing challenges and we help accelerate these solutions.

    • Innovation-obsessed: Every day we scan the status quo for creative opportunities for disruption, assuming they are everywhere. There’s treasure at the edge of innovation.

    • Collaboration is vital: Our partners join a culture that celebrates creative risks and provides a safe space to strategize. Through mentorship, we provide singular career growth for each other.

    • Flexibility is strength: Lean as a startup and savvy as an experienced enterprise, our team is agile and embraces change.

    • Rigor and accountability: We humbly ask ourselves to be the absolute best at what we do, and we don’t stop until we’re done.

  • Final Copy

    • Make it matter: We’re responding to the world’s most pressing challenges with real-time solutions and rapid-fire execution.

    • Innovation-obsessed: Disruptive by design, we know there’s treasure beyond the status quo.

    • Vital collaborators: We celebrate creative risks and provide a safe space to grow.

    • Flexibility is strength: Lean as a startup and savvy as an experienced enterprise, our team is agile and embraces change.

    • Rigorous and accountable: We humbly ask ourselves to be the absolute best at what we do and we don’t stop until we’re done.