01. EXTREME COURAGE - Developing and supporting our people to uncover the truest and bravest change required for themselves and their communities, and pursue that change relentlessly. Stretching the capacity of humanity to do good with all of our contributions.

02. SMART & FAST - producing world records that achieve die-satisfied outcomes for leaders and communities in a single event. Centring the “timeless power of people to make historical change”. Achievements that create space for respect, rest, relationships, retirement and a readiness to accept every moment as is because the real work was been done.

03. TRUTH TELLING - supporting world records, content and films that amplify the honest truth about life, work, relationships and lineages and stories of those who aren’t always (or often, or ever) heard. Using world records as a stone dropped in the pond of change, around which difficult and necessary truths can be woven.

04. COMMUNITY - creating deep, safe and powerful spaces & frameworks for communities to connect for life. Commitment to supportive, transparent and holistic relationships with world record leaders, participants and all those within our company.

05. JOYFUL CELEBRATION - Our world record criteria are consciously created as a “third space”. This is not a protest. We are not acting “against something”, or “for something else”. It’s not inviting friction or combat. It’s simply gathering, developing, making hyper visible, and accessible the right to joyfully celebrate the best of humanity and push the development as far as we can - 10 generations into the future.