Our Values


We believe a company is only as good as its people and the values they work and live by.

These are ours:


1. 70:30 Extreme Ownership

We take full ownership of our seats.

We always admit when we make a mistake.

50/50 isn’t good enough. If there is greater than a 30% chance that something was our responsibility, we take full accountability for it; with our clients and with each other.

There’s no “Oh, that was her job, or he was supposed to do that,” within the 70/30 margin.

When we need help, we ask.


2. Humility: We know we don’t know everything

We fundamentally respect the power of change. The market changes, technology changes, and so does society. We have to be honest that we don’t always have all of the answers if we’re going to keep up with them.

We openly share with each other when we’re struggling.

We got to where we are because other companies thought that what they do is good enough. If we think we’ve got it made in the shade, someone else will do that to us.

When we pretend we know everything, we don’t just look stupid, we become stupid.

We improve 10x faster because we are honest about our challenges, problems, and shortcomings, and we dedicate our time and energy to fixing them.

3. Learn By Doing

We know what we’re doing because we’re doing it. We don’t regurgitate advice from other experts without testing it.

We forgive ourselves for not being born perfect. We respect that it takes time and effort to become an expert. Mistakes, little failures, and even some embarrassing moments give us the authentic experiences that make us our very best.

We feel amazing when we work hard to solve a problem that we didn’t know how to solve before.

We’re Robin Williams.

4. Stand up for people

For the infertility community, to society

For our clients’ patients, to our clients

For our clients, to the marketplace

For each other

5. Work Hard and Recharge

We push ourselves to our limit during game time; then we recuperate.

Prioritize. What needs to get done, gets done.

We use the Eisenhower Decision Matrix. We live in quadrant 2 because too much time in quadrant 3 won’t get us to where we need to go, and quadrant 4 is criminal. We respond to quadrant 1 when we have to.

We respect each other’s time and don’t dilly dally. We get to the point.

We have a right to unplug, to be present with our loved ones, and enjoy a beautiful life over which our work does not have a monopoly