Oh, the places we can go . . .

In business, as in sports, the mantra is “next person up,” especially if there is a change during the course of the game. And the game is always changing in a growing organization.

Everyone is accountable for performing in new and different roles at any given time. In sports, it usually entails someone stepping up if there is an injury. In business, it’s more about adapting to new circumstances as the organization evolves amid competitive shifts, exponential growth or contraction, or outside forces such as new management and/or M&A and integration.

In my experience creating and growing my business from 1 to 1,000 employees and beyond, the ability for people to accept new and different roles as things constantly evolve is often the difference between sustaining growth or overseeing its demise. This is the most profound aspect of leadership – preparing the business and its talent to rise up to new challenges and opportunities seamlessly and continually.

The reality every CEO and leader must face is the changing nature of the workforce, competitive set, technology and marketplace dynamics. Do we have the right staff? Do we have the right skills? Are people ready for the challenge? Can they lead? Getting to the correct answers means ensuring people have what it takes to be accountable, courageous and balanced.

For me, it’s all about finding people who “make it happen!”

Many people believe they are ready for new roles. The difficult management challenge is either giving them a chance to grow or recognizing that doing so could harm the business. In preparing the business for people to step up and act like an owner, I’ve found a practical formula that centers around four specific elements – confidence, clarity, recognition and support. Each one provides the right balance of technical and psychological stimulus for people to assimilate new roles or responsibilities.

  • Confidence – Can they handle the challenge? Do they know enough to succeed? Do they have the right EQ? Who is the team that’s needed to work with them? Providing people with the right mix of tools and attitude to bolster their focus is important to raising performance amid transformation.
  • Clarity – Change is usually about dealing with ambiguity. But leadership must be clear on what’s expected and the performance level that’s needed. From here, individuals can chart their own path as to how to get there. Clarity in that regard reinforces confidence.
  • Recognition – When people are stepping up, letting them hear how well they are doing is important, including when they are not succeeding. Encouraging and guiding talent to exceed performance targets as a company evolves and grows enables scale to take place.
  • Support – Teamwork in business requires a coordinated effort so that as people step up there is an infrastructure to drive results. To win, everyone must step up and surround each other with information, resources and expertise. It’s truly gotta be a #OneTeamOneDream approach.

Pushing oneself to achieve greater levels of knowledge, intelligence and collaboration is critical to scaling, expansion and growth. As W2O matures and more people have a stake in its overall future, stepping up to take on more responsibility, accept more accountability, and worry about what I call the “small stuff” become the building blocks for creating the perpetually positive future.

For people who take on such roles, five characteristics of behavior will result in long-term mutual benefits to our clients, our colleagues and the company:

  • Jump in the Pool – Anything in life worth doing means doing it with all your heart and soul. No toe-dipping. Just jump!
  • Listen vs. Talk – The business world is filled with blowhards. The true winners are the ones who listen.
  • Pick up the Trash – As an entrepreneur, I often share with the firm how I still walk the offices and pick up paper on the floor. Why? It’s my responsibility to make sure the firm is pristine and professional in all aspects. It’s also a metaphor for ownership and accountability.
  • Why?– The truth is never on the surface. It rests somewhere below. Be curious. Ask expansive questions. Do research. Test assumptions. Look for gaps.
  • Dance More – Collaboration is all about connectivity. It’s akin to dancing. Picking a partner(s) and finding the right steps against the rhythm of the business. Picking up knowledge, emotional support, energy. No business can survive without a culture that emphasizes working together.

Starting and growing a business takes a little bit of smarts, some luck, great timing, and, of course, lots of great talent and teamwork. When people take on new roles and rise to the occasion, a business grows and the organization thrives, opening itself up to the next group of leaders and opportunities. Setting this dynamic in motion and ensuring the support and enthusiasm it fosters ensures the behavior and attitude necessary to achieve organizational capacity.

So, are you ready to step up? And Ascend with me?

On a personal level, I’ve never been more excited and encouraged to see our firm take on a new design for future success and evolutionary growth. It all comes down to more great people taking on new and different personas directing their colleagues, peers and clients to incredible places. Oh, the places they will go!


Interested in learning more about W2O? Check out our About or Healthcare pages.

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WSJ Women in the Workplace is an event that brings together business leaders to have a real conversation about how managers, executives and companies can be better at building inclusive workplaces.

Brooke Bullen, Group Director of W2O, Abby Hayes, Managing Director of W2O and Jennifer Shaugnessy, Managing Director of W2O, share key learnings from the event on this week’s episode of What2Know. Take a listen below.

Don’t miss an episode of What2Know, subscribe to our podcast on iTunesStitcher or Spotify!

If you’re interested in learning about W2O, check out our About and Healthcare page

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Recently, W2O acquired Arcus Medica, to not only accelerate, but deepen our scientific and medical communications offering. Now, nearly a month after we’ve joined forces, I had the opportunity to sit down with Mary Seideman, Co-Founder of W2O arcus.

We chat about how Arcus came to be, how our additional acquisition of ISO will help W2O make the world a healthier place through marketing communications, plus Mary shares some surprising albums she’d like to take with her on a deserted island.

Aaron Strout: There is a famous saying that understanding the past is the key to the future.” To that end, tell us how you and your cofounders came to found Arcus.

Mary Seideman: Jon, Stan and I all have scientific and/or clinical backgrounds with in-house pharma experience. About seven years ago, all three of us were struck by the speed at which science is advancing. The breakthrough technologies that we hoped for 20 years ago, such as harnessing the immune system to fight cancer or gene therapy, are here today. So we started Arcus to provide a better product than what we were seeing in-house. We believe that understanding the science is critical to understanding how a drug can meet an unmet need. When we talk about new drugs, we always look to the past. Why was this drug developed? What science was used in order to design a better therapy? What are the unmet needs of a disease that can be addressed by this therapy? Communicating this scientific story to healthcare professionals (HCPs) and patients so they can understand potential or existing clinical benefits of new therapies is more important than ever.

AS: How is Arcus different from other scientific and medical communication agencies?

MS: As I mentioned, all three founders have clinical and or scientific backgrounds, in addition to pharma experience. Jon has a Ph.D. from Cornell and had a long career as a bench scientist in industry, including at Centecor, and was an executive editor at Elsevier. Stan has a Pharm.D. and an M.B.A., and has experience in the field on sales and medical affairs teams, with recent experience as a senior product manager at Genentech. I trained as a pediatric oncologist and have an M.D. and a Ph.D., and in addition to years of bench experience in academics, I have held leadership roles in Medical Affairs and clinical development. We’re able to provide a true bench-to-bedside perspective on drug development, from both academic and industry viewpoints. I think that’s unique and a key factor in what makes us great strategic partners across the product lifecycle.

AS: How will the acquisition of ISO help W2O make the world a healthier place through marketing communications?

MS: Adding talent is always a plus for any team! The addition of ISO really establishes W2O Scientific Communications in the EU, where we already have such a strong PR/corporate communications presence. ISO will not only support the existing comms offerings, but allow us to create a significant global Scientific Communications footprint in the EU. Understanding the specific needs of EU affiliates will enable W2O to support companies in getting their drugs to the right patients at an international level.

AS: What do you think it means to be “results-driven”?

MS: It means we help our clients achieve 100% of their goals, 100% of the time. We work as strategic partners to provide them with the best solutions, based on our team’s understanding of the science, clinical practice and HCPs in their disease area. We always want the best results for our clients and that’s what we drive for with every project, big and small. There is no such thing as a cookie-cutter project for us. We make sure that every deliverable has been tailored to the exact needs of each client, to their specific drug, disease, audience and phase of the lifecycle.

AS: What intrigued you about joining forces with W2O?

MS: After all our years in the industry, both in-house and from an agency perspective, we wanted to partner with a team that is driven to create value for clients through data, creativity and innovation. From our first meeting with Jim Weiss, W2O’s founder, we felt there was a chemistry and a respect for science that would allow us to be an integral part of that process. Our experience with W2O has been remarkable because everyone is an expert in his or her field, deeply engaged and truly innovative. So for people who love to learn and to innovate, W2O is the ideal place to work. Equally important, there is a true team spirit that permeates everything we do.

AS: What is your approach to learning and staying up to speed?

MS: Our team is always learning something new. People come to us because we are experts in our field. I do a lot of reading – basic science papers, clinical peer-reviewed publications. I also learn a lot from our team, by design. The W2O Arcus team is a group of lifelong learners – that’s one of the critical personality traits we look for, regardless of the role. We do a deep dive and generate the relevant framework and facts to make strategic decisions. We made a decision early on that we would favor intellect over experience in hiring, and that decision has paid off in spades.

I also keep abreast of the industry through our extensive KOL network. W2O Arcus has relationships with hundreds of KOLs across a number of disease states, and we often call upon these scientific, clinical and/or translational experts to keep us on the forefront of clinical decision-making and scientific breakthroughs. You can read about a topic for days, but speaking to an expert who sees patients, day in and day out, gives you an entirely different, real-life perspective. Being able to access a global expert in oncology, neurology or a multitude of other disease areas is  an incredibly interesting and rewarding part of my role.

 AS: What is a movie quote that has inspired you in business and your personal life?

MS: In my professional life, I’m motivated by something Tom Hanks says in A League of Their Own, “There’s no crying in baseball!” Over my lifetime, I’ve been lucky to train and work with some of the most amazing scientists and clinicians in the world – people who have solved some of the most difficult medical and scientific problems of our time. So I think there’s no complaining in baseball or at work. If we think hard enough, if we have the right people in the room, we can solve anything.

One of my favorite characters from a movie is Elle Woods from Legally Blonde. For all the twists in her case. she solved it by explaining the science of a home perm. I loved that.

AS: If you were stranded on a desert island and could only listen to one album for the rest of your life, what would it be?

MS: Jon, my husband, introduced me to The National when we first started dating, and I still think their album Boxer is one of the best, and it always reminds me of a wonderful time in my life. But I would also gladly listen to a Post Malone or Pink greatest hits album.

AS: Mary, thank you for your time, we look forward to partnering together to disrupt the medical communications space for our clients!

Interested in learning more about W2O? Check out our About or Healthcare pages.

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I’ve done over 120 What2Know episodes and it’s been a real treat to pick the brains of some the world’s brightest, most unique, and unequivocally innovative people. I love interviewing others, learning who they are as professionals, but more so, learning who they are as people.

This week’s episode was a unique pleasure because, I went from interviewer to interviewee, I hopped on the other side of the mic to share more about who I am. I had the pleasure of being interviewed by my friend, Lisa Kalfus, VP of Marketing at Wente Family Estates. During our time, I share my unique journey into the marketing and communications world, Lisa and I reflect on work W2O has done in partnership with Wente, plus I share my admiration of Queen Cleopatra. Lastly, I talk about two books that really left an impact on me. Take a listen below.

Don’t miss an episode of What2Know, subscribe to our podcast on iTunesStitcher or Spotify!

If you’re interested in learning about W2O, check out our About and Healthcare page

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W2O is unique among communication firms in that we have the largest team of healthcare-focused earned media professionals and social media experts. One of those individuals is Los Angeles-based Peter Duckler, a Sr. Group Director who prides himself on being “all media, all the time.” I’m excited to share the following insights from Peter about how he helps our healthcare clients achieve and surpass their communication objectives; why W2O’s Earned Media Team is not just the biggest but among the best; and why the use of analytics as the fuel for engagement efforts on behalf of our clients is so important.

Mike Nelson: What do you do at W2O and why is our Earned Media Team so unique?

Peter Duckler: At the end of the day, we are strategic storytellers, passionate about creating narratives and thought leadership platforms for science and health-focused companies that resonate with the audiences that matter most to achieving their organizational objectives. Everything I do is powered by the most modern, collaborative team of professionals in the business, who are connected 24/7 and follow the data to inform the stories we tell and to whom.

Some firms have pivoted away from earned media, but we’ve doubled down to build a best-in-class team because our clients realize it’s more important than ever. We’ve tripled in size over the last few years, attracting top talent from leading news outlets as well as PR and digital agencies. Every team member has experience in virtually all aspects of healthcare, from Big Pharma and biotech to medical technology, consumer health and healthcare systems. We hold long-standing relationships with reporters and influencers at mainstream consumer outlets, industry trades, and new-media properties. In fact, our Earned Media Team is the most followed on social media by healthcare reporters, which speaks to the trust between our team and the media.

What sets us further apart from other agencies is that we don’t believe in silos. We have an integrated mentality – working across paid, earned, shared and owned (PESO) channels –

and we know how and when to pull the right levers. We work with our analytics colleagues to monitor conversations online and discover the “white space” that we can own on behalf of our clients. And, we often partner with our social media colleagues to create content that creates “surround sound” and bring in other credible voices to tell our story. We collaborate closely with our Executive Coaching Team – experienced producers and reporters from top broadcast outlets – to ensure clients shine during interviews on the Today show, CNBC and other thought-leading outlets.

MN: How has the media landscape changed? How has it impacted your work?

PD: Technology has changed everything. There’s so much noise out there, but excellent storytelling is the constant. To break through with our stories, we need to truly understand where the people we’re trying to reach are consuming news, how to best advance the conversations that are taking place, and the impact of our efforts so we can see what’s working, what’s not and course correct if necessary.

Influence has changed. Reporters now follow each other on social media. We need to zoom in on the reporter who is going to lead the conversation and best advance the story we want told. Others will then follow. This is the new normal.

The concept of deadlines has changed. Stories break all the time, and we need to have real-time insights and be prepared to respond immediately.

The tools of the trade have changed significantly. We have to think not only about which outlets and reporters to pitch, but also about how we want to break and enhance a story. So much of media is now interactive that visuals and videos are more important than ever. While I wouldn’t say the press release is dead (yet), it may not be the tool we decide to use to tell a story. In fact, we might announce a major initiative with a single tweet or a LinkedIn post. One thing that hasn’t changed, though, is relationships. Relationships still matter.

MN: Why is analytics important in what you do?

PD: One of the Earned Media Team’s biggest priorities is embracing agile analytics. We engage analytics in everything we do, and it doesn’t slow us down – it only makes us smarter and more efficient. As healthcare undergoes massive disruption, this is more important than ever. Collaboration with our Analytics Team members enables us to measure success, identify opportunities and emerging reporters, figure out how news is moving in the media, and sustain long-standing relationships.

MN: What gets you up in the morning?

PD: Coffee, lots of coffee. While I never complain about the lovely weather on the West Coast, life here requires an early start. The news never sleeps, so it’s important to get an early read on what’s happening in the world to inform the day ahead.

MN: What recent accomplishment are you most proud of?

PD: Just recently, we secured a cover story in Newsweek about the future of cancer treatments. This was truly a team effort. Our Analytics Team identified the contributing writer who wrote the piece, we collaborated across the Earned Media Team on the right experts to share their perspective, and our Value & Access Team provided guidance on the right messaging. This all came together extremely quickly, given the tight deadline required. The collaboration between the integrated W2O team and clients was a beautiful thing.

MN: When did you recognize that you were passionate about media relations?

PD: In high school, I was a teen ambassador for Planned Parenthood, teaching kids about reproductive health. I spoke to students at schools and youth groups throughout Wisconsin, and was the media spokesperson, giving interviews to newspapers, TV and radio stations. It gave me insight into the entire PR process. I was hooked. After graduating from college with a degree in journalism, I took a job as a junior account executive at a firm in Chicago where I specialized in media relations. I’ve never wanted to do anything else.

Please note that we are hiring at all levels on the West Coast. Join W2O as we advance toward our goal of making the world a healthier place through healthcare marketing and communications.

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Twenty years ago, I graduated from the University of Wisconsin-Madison School of Journalism and Mass Communications (aka the J-School). At the time of my graduation, email was a growing medium of interpersonal communication, cell phones only made phone calls, and the primary internet search engine was Alta Vista. The J-School at the time offered students only a few tracks of study – broadcast, PR and advertising – and each was considered a separate and distinct discipline.

My oh my have things changed.

Last week, I, along with 11 W2O colleagues and three clients from Takeda, Exact Sciences and Pfizer, returned to the University of Wisconsin for the inaugural UW2O Days. We had our smartphones in our hands, PowerPoint presentations on our laptops, and a deep knowledge and experience of what it means to work in an integrated communications landscape today.

For two days, J-School faculty welcomed us into their classrooms, which were filled with students who have only known a world of digital communications. These students have only scratched the surface in understanding how analytics is used today to drive a digital strategy for brands and how storytelling, through an integrated model of Paid, Earned, Shared and Owned (PESO), helps brands reach their audiences where they are. We talked about modern crisis and issues management and how the students perceive a company’s role in communicating with its most important audiences during times of trouble (note: they believe companies should more directly engage). We also shared our own personal journeys – many of which have taken unexpected twists and turns – to encourage them to follow their passions and interests as they begin to navigate their own careers.

All of us were blown away by the insightful questions posed by the students both in the classrooms and during our 1:1 interviews, of which we conducted nearly 40 over two days. As a testament to how much the J-School’s program has evolved in the last two decades, we interviewed students not just for account management roles, but for analytics and social media roles, as well.

Reflecting on what was a tremendously successful week, a few things jumped to mind:

  1. Today’s students possess an unprecedented level of understanding and insight into this highly integrated world and how technology, analytics and strategy are playing a critical role in how brands show up and interact with their targets.
  2. Academia is making a much more concerted effort to break down walls and silos to promote more inter-school collaborations and conduct research focusing on how to incorporate technology and neuroscience, as an example, into how we communicate and solve some of the most pressing problems, especially in healthcare, today.
  3. We have created incredible partnerships with our clients, who were able to take valuable time out of their schedules to join us and share their journeys and lessons with students.
  4. I work with some amazing colleagues – both those who accompanied me to Madison and others back at the office – who worked incredibly hard to make this week a reality. It takes a village to pull together and present content for six classes and a joint student event, not to mention all of the logistics. I’m eternally grateful for their assistance and support.

For me, returning to the place that educated me and set me on my path to where I am today was deeply personal. I am so grateful to the staff and faculty at the J-School for giving us the opportunity to create what we hope will be a long-term partnership with W2O! We can’t wait to see what’s next.

On Wisconsin!

If you’re interested in learning about W2O, check out our About and Healthcare pages.

We’re hiring! Check out our Culture & Careers page.

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This week we’re kicking off W2O Days at the University of Wisconsin–Madison (#UW2O)! Modeled after the success of our Syracuse University Social Commerce Days, this inaugural two-day event is focused on educating students about healthcare marketing and communications by connecting them with industry leaders and having some the best minds teach them . One of those minds includes Debra Pierce, Faculty Associate, School of Journalism and Mass Communications, University of Wisconsin-Madison.

In the Q&A below, she discusses her method for teaching journalism and mass communications, shares the one skill students need to have, and shares why she’s excited for #UW2O. Check out her interview.

You’ve been an instructor in the School of Journalism and Mass Communications (aka the J-School) for quite some time.  Tell us about your approach to teaching journalism and mass communication in today’s environment.

Debra: I take a professional, hands on approach in the classroom. Students are put into agency teams, where they work together to solve real life business challenges from real clients. My hands on approach includes studying recent industry case examples and the latest trends in communications. I think this professional approach has paid off for our students upon graduation; employers tell us that our students are ready to hit the ground running and make real contributions to their businesses, right out of the gates.

As someone who has worked in agencies and in-house you’ve been on the front lines of many changes in the industry.  What do you think is the biggest change that you’re trying to share with your students?

Debra: AI has already had such a large impact on the communications industry, and it is going to continue to evolve. We study and discuss how AI has helped communications so far, and how we can positively augment it going forward.

What do you think is the most important skill students need coming out of school today?  

Debra: I think employers are seeking candidates who can multi-task across a wide variety of forms of communication. Multi-tasking requires being able to work on multiple projects at once and learning how to prioritize – and how to manage upwards regarding time constraints, if needed. As to the forms of communication, being able to effectively tell a story that provides a humanizing touch is important – and students need to so that across a wide variety of media – social, web, video, long form, etc.

Talk about the importance of joint programs that bring industry, and agencies like ours, and academia together.

Debra: It’s a win-win-win, really. Our students benefit because they can learn from the best in the industry, while W20 can get exposed to the next generation of communicators from a globally recognized program like ours. Our faculty are some of the top health communication researchers in the field, as well; they get the opportunity to showcase their research, and understand how their research can best be applied to the industry.

What are you looking forward to most about this week?

Debra: I can’t wait to see the excitement percolate throughout the department – it’s going to be contagious! We have several events set up where the W20 team and our students will be getting together – interviews, presentations, and networking, for example. Our students are thrilled to learn from some of the best in the industry!

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Next week we’re kicking off W2O Days at the University of Wisconsin–Madison (#UW2O)! Modeled after the success of our Syracuse University Social Commerce Days, this inaugural two-day event is focused on educating students about healthcare marketing and communications by connecting them with industry leaders. One of those leaders includes Amy Atwood, Head of Vaccine Communications at Takeda.

In the Q&A below, she unpacks her passion for healthcare communications, offers up career advice, and gives us a a preview of her keynote address for #UW2O. Check out her interview.

What fuels your passion around being a communications leader in the healthcare space?

Amy: Communicators are core in every field, but when you work in healthcare you can directly impact people’s lives. I’ve been a cancer patient and a caregiver so I’ve personally seen the importance of timely, clear, accurate information for all stakeholders. Through your relevant, truthful communications, you can help people take ownership of their own health. That’s what drives me – I feel like I am actually helping people.

What are the biggest changes you’ve seen in the field of communications over the last 20+ years?

Amy: Oh so many changes! Most are due to the rapid changes in technology: we can bring our laptops home, we no longer carry beepers, we don’t have to read 10 newspapers every morning, cut out the relevant articles and paste them together to make a book of daily media coverage – and then fax it to the various offices! We also have our smart phones that place the world at our fingertips – and that leads us to possibly the biggest change over the last 20+ years: social media. It simply didn’t exist when I started in Corporate Communications! No Twitter, Facebook, Instagram, Snapchat… The news cycle is now 24/7, instantaneous and every person has a voice. It’s much harder to own and shape your story.

You generously agreed to come and speak to some of the students at the University of Wisconsin-Madison. Tell us a little bit about your keynote?

Amy: I love to hear other people’s stories and learn from them, so I will share my career journey in hopes it will spark some ideas and provide inspiration for their future. My career has been filled with many ups, downs and zig zags along the way, but what has remained consistent is always doing what I love and looking for the silver lining, even when there doesn’t appear to be one.

What inspired you to want to spend time with these amazing students?

Amy: When I was in school, I had barely heard about Corporate Communications. I want to bring it to life for them, share the realities and give them encouragement as they embark on their careers. They are our future colleagues!

What piece of advice would you give your 20-something self?

Amy: All your hard work will pay off. Keep working as hard as you can, being guided by your values and instincts, and don’t be afraid to speak up, especially to advocate for what you know is right.

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When I started the firm nearly 20 years ago, one of the first decisions I made was to codify the reasons WHY I was doing it. This set of principles became my values statementIncredibly, or maybe not so much, the values that drove me and our pioneers then, drive and unite us now.

Values have always been a motivating and essential element of a successful organization that last over time. However, if they are not reinforced and acted upon, values can become bathroom wall paper.

As we evolve and grow and become more dispersed geographically, our values take on new meaning and elevated importance. One of the commitments I make is to share these values with the firm regularly, introducing them to a whole new crop of pioneers so they can serve as both a beacon for our culture and a GPS for our destination.

The tie that binds us all.

Our values now encompass our vision and mission and reflect the current environment we operate in. I’d like to share what each of these values means and how, woven together, they create a picture of W2O and its philosophical upbringing and operating model. Our WHY, if you will. 

Vision: To make the world a healthier place through marketing communications. Purpose drives everything, and there is nothing more important than your health. It is here that what we do intersects with what society needs.

Mission: Build connections vital to our health as quickly as possible, using data and creativity. Communications and marketing done right build bridges, allowing for readier access to more precise, targeted solutions and expediting and facilitating knowledge exchange. It also defines the leaders.

Being the Best (not the Biggest): It was never my intention to pursue growth for growth’s sake. Rather, the goal was to become a true partner to clients, understanding their business and treating it like our own. And to create nirvana for people looking to innovate and unlock their inner entrepreneur and do their best, career-making work.

Being the Best means a commitment to delivering the highest quality work and results, but also taking risks to innovate with our clients to achieve something greater. To take a consultative approach to our work and to see the marketplace holistically. To apply best-in-class analytics and data insights to every plan and program.                                       

#Make it Happen: It all starts and ends with doing what you say you are going to do. Acting with purpose and committed intent. Being scrappy and failing fast. Breaking down silos and hierarchies. And, above all, delivering with surprise and delight.

 #ChooseHappiness:Love what you do. Get into a job and life you love, whether it’s here or somewhere else!

 #NoAssHoles: Treat each other with respect and expect to be treated the same. Work as one. None of us is entitled to anything. You earn it all by how you show up in the world, and you get what you give.

 #StayFluid:Be flexible. Adapt to every situation. Especially in our ever-changing macro environment.

#DealWithIt: Act like the deadline is now. Bring focused intent to every situation. If it was easy, we wouldn’t need you, so bring up the hard stuff and let’s solve it together ASAP.

#WhySuck: Never be afraid to learn. Always go the extra mile. Make an impact always. Don’t stop at good.

#ThinkGlobal: Healthcare is a global reality but is dealt with locally, so we must balance local with global implications. Think broadly, adapt and act locally.

#LetsHang: Reach out for help, listen to and learn from each other, and seek to collaborate in the best interest of clients and the work. Spend quality time together and treat each other like the family you always wanted. Be part of the solution. We are always #BetterTogether.

Our values are the belief system that underpin our entire business model. They are meant to illuminate how we think, how we conduct ourselves, and how we engage with each other and the world around us. They are authentic and sincere as much as they are functional.

After nearly 20 years in business, I can honestly say our values are as relevant now as a company with 800 employees and counting as they were when competitors referred to my firm as “Jim and the Marin Mommies.”

That’s because when they are the right ones, time is irrelevant and goes by really fast and is way more fun.


If you’re interested in learning about W2O, check out our About and Healthcare pages.

We’re hiring! Check out our Culture & Careers page.

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