Basic Beliefs are an expression of our Company´s values and principles that guide strategic behavior and direction. Basic beliefs are deeply rooted in the philosophy and background of the Company´s owners and have served as a strong foundation for the Company´s success. They will continue to be the basis for future strategy, plans, and achievements.

Innovation
Innovation in everything we do is fundamental to our success. In every project we complete and every relationship we establish we will continuously find ways to innovate and achieve improvements that will continue to place Cannondale Associates at the leading edge of strategic thinking in the consumer marketing arena.

Quality
Quality applies to our strategic thinking, our marketing efforts, our people and our relationships with clients and each other. Cannondale´s growth and business success has been built on quality and consistent repeat business with long-term clients. Our goal is to continue to burnish the reputation of Cannondale wherever we conduct work through superior quality service, products, and deliverables.

Ethics
Strong ethical values provide the standard by which we conduct our business as well as ourselves. We accept nothing less, regardless of the circumstances. Therefore, we will maintain the highest standards of ethics and honesty with our clients, shareholders, suppliers, employees and strategic partners.

Personal Responsibility
We will be fair with our associates and maintain an environment that encourages personal commitment, responsibility and teamwork. In return, we expect our associates to be responsible for not only their individual jobs, but for the company as a whole.