McCarley Guiding Principals


Many times throughout their lifecycle, they find their shell has become tight and restrictive - no longer a good fit. To remedy the problem, they must embark on a dangerous journey to extract themselves from the old shell. They find themselves vulnerable to predators while their new, larger shell hardens. We believe that the crab’s journey is symbolic of the process each of us must go through to accomplish great things.


When in Doubt

When in doubt, do the right thing. If still in doubt, be fair.

Good for Many People

Do as much good for as many people as possible. Our commitment to others will be demon-strated through our choice of actions and our choice of words.

Seek to Understand

Express yourself and listen. You may have the best idea, but no one will know unless you summon the bravery to express yourself – to speak up. You may not have the best idea, but you will not know unless you summon the courage to truly and openly listen.

Seek to be Polite

Be someone who people to do like to do business with. Be courteous. Be polite.

Think Long-Term

Prioritize long-term success over superficial short-term gains.


Bring Value to every situation. Be helpful all the time. Ask yourself what you can add to the situation. What can you make better?

Earn Trust

Trust is two things – competence and ethics. Trust is earned. Your “word” should not be given without thought. Manage not by an emphasis on authority, but through an emphasis on competency, influence, education, logic, and inspiration. Insist on the highest ethical standards.

Let the Best Idea Win

Whether the source is a teammate or a client, embrace their better idea. Don’t defend a weak position. Trust is earned. Be sure your judgment is trusted.


Strive to be better every day. Aim for continuous growth in all three components of PKE.

Be a Teacher and a Student

Be a teacher, be a mentor – all the time. Great teachers find multiple ways to reach a student. Taking different tracts and angles until the student understands. Be a student – all the time. Embrace that no matter how much you know, you have much to learn. Enjoy the growth of
learning. And know that everyone has something to teach. And know that even a fly can do
something you can’t.

Be Patient for Results

Have urgency regarding the creation of feedback loops through Planning and Actions.


Be clear on the goal and follow the formula of SPACE. If the goal is important, stay on it. If the goal drops in importance, let it go.

Embrace Failure

Success is the ability to go from one failure to another with no loss of enthusiasm. We learn more from our failures than our successes.

Hard Work

It may be hard work, but on the whole, it must be satisfying work.