Our Values

At Idea 11, we care about why and how we do what we do, not just what we do. Our values are our standards for how we work. How we work as a team, how we work with our customers and how we work as a company.

Own it

We own our work. What is ownership? Ownership is an attitude. It’s responsibility. Everything we do has an owner, a person who is ultimately responsible for delivering. When one of us owns a support ticket, we make sure it gets fixed, even when they’re not sure how to fix it. When one of us owns a project, we make sure it gets delivered, even though there may be difficulties along the way. Owning our work is taking responsibility for results.

When we need to hand work over between each other, we pass the baton like an Olympic relay team – we make sure they’ve grabbed hold of it before letting go. And until that happens, we own the transition.

Excellence, not perfection

We hold ourselves to a standard of excellence, but we value progress over perfection. The philosopher Voltaire said, “perfect is the enemy of good”. Seeking perfection often results in no progress at all. We don’t hold ourselves or others up to standards of perfection. We put in our best effort and strive for excellence – but focus on progress over perfection.

Push the envelope

We innovate and do new things. We continually improve the way that we do things ourselves and what we do for our customers. We’re not the ones that sit and watch, we’re the ones that do. We’re on the leading edge and have an appetite to do what hasn’t been done before.

Seek simplicity

We believe that unnecessary complexity is evil. We seek the essence of things and through that aim for simplicity. As Einstein said, “everything should be as simple as possible and no simpler”. What we do is complex enough as it is. Overly complex machinery fails, while simplicity is reliable, scalable and time-tested – whether technology systems or people systems.

Delight our customers

We want to delight our customers and turn them into fans. We listen to our customers, we understand their needs, we do what we promise, and we do it with fantastic service. We focus on what our customers care about and exceed their expectations.

Nail communication

Communication is fundamental. Great communication connects us, makes us faster, clearer and ultimately better. We err on the side of overcommunication with our customers and with each other. We don’t create triangles, we say what we mean, and then we do what we say.

We're passionate

We care about our people, we care about our customers, we care about our work and we care about our reputation. We’re a company with a heart and soul. We love what we do and we’re passionate about it.

Work together

We work together. We ask each other for help when we’re stuck, and we help others graciously when they ask. We’re an extended team with our customers, working together for a common outcome, on the same side of the table. We work together with our vendors who see us as a partner.

Be fair, be honest

We believe that we should treat each other and our customers fairly. We do the right thing and make good judgement calls. We believe that when we align our incentives with our customer’s incentives, we all win. We’re honest, we’re fair and we value integrity.


We treat everybody with respect. We respect our customers, we respect our partners, we respect our industry peers and we respect each other. We don’t trash talk. We’re all from different backgrounds, cultures and walks of life. We respect people’s choices and we don’t tolerate hate of any kind.

Our partners