We exist to help shape safer communities, and we do this by putting our customers at the core of our business.
- We are
- Pragmatic
- Approachable
- Relatable
- Formal
- We are not
- Complicated
- Casual
- Funny
- Familial
Pragmatic
We know the power that words carry, so we’re sensible, practical, and realistic in how we use our words. We always avoid jargon.
Approachable
Our tech is advanced and intelligent. Our voice should reflect our innovation and deep expertise in our technology, while remaining approachable for everyone.
Relatable
We meet our audience (customer, employee, community member, journalist, etc) on their footing and at their level of expertise. This doesn't mean that we change who we are (our voice), but it does mean that we’ll frequently need to change how we speak (our tone) to different audiences. Notably, relatability varies by audience.
We are dedicated to helping our customers – communities, law enforcement, schools and businesses–eliminate crime.
- We are
- Respectful
- Discerning
- Engaged
- Enthusiastic
- We are not
- Irreverent
- Indiscriminate
- Apathetic
- Lackadaisical
Respectful
We don’t disparage, denigrate, diminish or defame. We are polite and respectful of everyone in all circumstances. We can always disagree with respect, courtesy and civility.
Discerning
We hold a unique role in our community and society. We do not take our mission lightly, and therefore we must take our words and their weight with precise and measured steps.
Engaged
We exist for a safer tomorrow for all, and this means we are deeply dependent on partnerships and active community engagement. So, our words should always invite and never exclude.
We are laser-focused on crime, not criminals. This singular focus helps us improve our solution without distractions.
- We are
- Transparent
- Focused
- Direct
- Serious
- We are not
- Kludgy
- Distracted
- Evasive
- Matter-of-fact
Transparent
We speak in facts, not opinions. We’re objective, not biased. We provide data, not answers; information, not judgment; accountability, not anonymity.
Focused
Our mission is clear. We adhere to it tightly. Our language reflects that focus and removes any fluff that might interfere.
Direct
Get to the point quickly. Remove barriers. Directness is kindness in sneakers.