Principles We Live By

At Twelve we're building a principle-led culture rooted in safety and focused on advancing the mission.

By Julia Perilli, VP Corporate Operations

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At Twelve, we recently did some introspection. We shifted from our prior company values to principles—not because our values were wrong, but because our work and team have evolved, as did our understanding of values. We want everyone to be able to show up authentically, with their values at the helm.

Principles give us a strong foundation to act as a cohesive organization, while allowing the flexibility for various values to be at play. This is critical when the stakes are high, time is tight, or decisions are complex. They give shape to the culture we want to nurture as we scale.

Safety First 

We protect each other, physically and psychologically, so everyone can do their best work. 

Safety isn’t just about hard hats and goggles (although it’s certainly about that, too). Safety is also about creating an environment where everyone feels psychologically safe to contribute, ask questions, and admit mistakes. That means following our EHS guidelines, speaking up when you’re uncertain about something, and approaching collaboration with curiosity and respect, especially when there’s disagreement. It also means helping each other stay resourced and supported when things get hard. 

Say the Thing

We speak directly and with respect.

We don’t dance around the truth. We ask the question, share the feedback, and raise the concern—directly, respectfully, and early. Clear is kind, and clear doesn’t mean cold. We invite the quieter voices in. We’re thoughtful about timing and delivery, because saying the thing is about building trust, not blowing things up.

Get Clear, Then Steer

We align before we act: on context, roles, and goals. 

It’s hard to steer in the right direction if you’re unclear where you’re headed. We align before we act: on roles, context, expectations, and outcomes. We write things down. We name owners. We share when we’re off track. Once we’re aligned, we move quickly, with the confidence to adjust course as we learn more. This principle is key to how we scale without spinning our wheels.

Row Together

We pull in the same direction.

We’re rowing toward something big, and no one can do that alone. We show up for our teams, own our contributions, hold each other accountable for theirs, and celebrate the wins along the way. We check in when someone’s stuck. We learn from our mistakes. We remember that trust isn’t just earned in the big moments; it’s built in the everyday follow-through.

Feedback Loop

We pause to learn.

Just because we’re moving doesn’t mean we stop reflecting. We pause to ask what worked, what didn’t, and what we’ll do differently next time. Whether it’s a quick retro, a project debrief, or a hallway conversation, we close the loop. That’s how we prevent repeat mistakes, reinforce what’s working, and get better together.

These principles aren’t static. They’re a shared foundation for growing, learning, and building together. Our principle-led culture is rooted in safety and focused on working together to advance our mission of a world made from air.

Stay tuned for more on how we landed here and how a focused culture is vital to achieving our mission, and how we keep these principles alive daily.