Integrity: Built on Honesty, Sincerity, Character, and Credibility. The quality of being honest and having strong moral principles.
Trust: Built on being dependable and reliable. Firm belief in the reliability or strength of someone or something.
Respect: For All Customers, For All Employees, and For the Diversity of Thought. A feeling of deep admiration for something or someone.
Simplicity: Empowerment, Efficient, Direct, and wanting to find better ways. The quality or condition of being easy to understand or do.
Passion: Having enthusiasm for what we can do. Being Responsive and with commitment. Strong and barely controllable emotion.