This Code of Ethics Explains HOW We Work

At HOW, we believe AI transformation succeeds when built on a foundation of mutual respect, clear communication, and shared commitment. This Code of Ethics articulates the principles that guide our client relationships—not as legal requirements, but as a professional understanding between partners who value each other’s expertise, time, and intellectual contributions.

After 25+ years serving global brands, we’ve learned that the most successful transformations happen when clients and consultants work as true partners, not merely as service provider and purchaser.

Honest Discovery, No Fear

AI adoption thrives in environments free from judgment. We create a “no fear” space where:

• Questions are welcomed, not dismissed
• Uncertainty is acknowledged, not hidden
• Learning is celebrated, not criticized

What we ask: Share your real challenges, not just the polished version. The gaps you reveal become opportunities we address together.

You bring deep knowledge of your business, industry, and customers. We bring 25+ years of technical innovation, design thinking, and AI implementation experience.

What this means:

• We trust your business judgment. You know your organization better than anyone.
• We ask you to trust our methodology. Our frameworks like the Ideation Circle, Clarity Compass, and PULSE are built on decades of solving real problems for companies like yours.
• We challenge constructively. Sometimes the most valuable service we provide is asking the uncomfortable questions that lead to breakthrough insights.

Effective AI implementation requires focused effort. When we meet:

• We arrive prepared, having studied your context
• We ask that you do the same—reviewing materials, gathering relevant stakeholders, and allocating time for thoughtful engagement

Why this matters: An hour of prepared dialogue achieves more than three hours of unfocused conversation. We respect your time by maximizing the value of every interaction.

Intellectual Property as Shared Investment

The frameworks, insights, and strategies we develop represent:

• Years of accumulated expertise
• Proprietary methodologies refined across industries
• Custom solutions designed specifically for your challenges

Our approach:

• During discovery/proposal: Concepts and frameworks discussed remain HOW’s intellectual property until engagement is formalized
• After engagement: Clearly defined deliverables transfer to you as agreed in our contract
• Always: We maintain confidentiality and expect the same

This isn’t about withholding—it’s about ensuring fair value exchange for the knowledge work we provide.

Unlike traditional consultancies that bill primarily for time, our value lies in:

• Strategic frameworks that unlock opportunities you couldn’t see
• Methodologies that work long after our engagement ends
• Training that builds lasting capability, not temporary dependence

What we ask: Recognize that ideas, frameworks, and strategic guidance represent real value—not just the hours spent delivering them.

Clear Communication, Consolidated Feedback

AI projects move fast. To maintain momentum:

• We commit to: Responsive communication, clear deliverables, and transparent progress updates
• We request: Timely decisions, consolidated feedback from stakeholders, and designated points of contact

Why this matters: Each revision cycle without clear direction dilutes focus and delays impact. We’re not afraid of iteration—we’re designed for it—but purposeful iteration beats aimless revision every time.

Our frameworks are battle-tested. But we’re not dogmatic:

• Trust our methodology enough to try it fully. Half-implementation yields half-results.
• Question it when your context demands adaptation. The best outcomes come from frameworks applied thoughtfully, not rigidly.

When challenges arise (and they will):

• Address them directly, not through avoidance
• Assume good intent from all parties
• Focus on solutions, not blame

We don’t succeed unless you succeed. Your challenges become our challenges.

Transparency in What AI Can (and Cannot) Do

We commit to:

• Honest assessments of AI’s fit for your challenges
• Clear explanations when simpler solutions might work better
• No overselling of capabilities or hiding of limitations

What we ask: The same honesty about your constraints, budget realities, and organizational dynamics that might impact success.

When working with your data:

• We follow strict confidentiality protocols
• We never use your data to train external models without explicit permission
• We design implementations that respect privacy and compliance requirements

We will:

• Treat your team with respect, regardless of technical background
• Communicate clearly, avoiding unnecessary jargon
• Meet our commitments or communicate proactively when adjustments are needed

We expect:

• Respectful treatment of our team and expertise
• Professional communication, even when challenging our recommendations
• Recognition that our value extends beyond producing documents—we’re providing strategic thinking and hard-won experience

The Real Cost of Knowledge Work

What you see in our meetings and presentations represents only a fraction of our actual work. Behind every workshop, training session, or strategic recommendation lies:

• Research and analysis of your industry, competitors, and specific challenges
• Custom framework adaptation tailoring our methodologies to your context
• Materials preparation including case studies, exercises, and implementation guides
• Team coordination ensuring the right expertise is available when you need it
• Strategic thinking applying decades of experience to your unique situation

A two-hour workshop might represent 10-15 hours of preparation. A strategic proposal might involve 20+ hours of research, analysis, and customization before you see a single slide.

What this means: Our fees reflect the total professional effort invested, not just the time we spend together in meetings.

Our Payment Philosophy: Partnership, Not Financing

We structure our payment terms to reflect mutual commitment and professional standards:

Deposits and Upfront Payments

• We require deposits to begin work because they demonstrate mutual commitment to the engagement
• These payments are well-deserved—they compensate for real work already underway from the moment we start preparing for your project
• Deposits protect both parties: they ensure we can allocate resources to your project without risk, and they ensure you receive our full attention

We Don’t Finance Projects

We’ve made a deliberate choice not to operate on delayed payment or “pay-later” models because:

• Financing is not our business—we’re consultants and educators, not banks
• It’s not a healthy model for either party. When consultants finance client work, incentives become misaligned
• It affects quality—we want to focus our energy on delivering excellence, not on managing cash flow risks
• It respects boundaries—clear financial terms create clear professional relationships

Payment Schedule Transparency

For all engagements, we clearly define:

• What work triggers which payments
• Milestone-based payment schedules for larger projects
• Payment terms (typically 50% upon engagement, 50% upon completion for training; progressive payments for longer advisory projects)

What we ask: Honor payment schedules as agreed. Late payments don’t just affect cash flow—they signal misaligned priorities and strain the partnership we’re trying to build.

Value vs. Cost

We’re not the cheapest option, and we don’t aim to be. Our fees reflect:

• Customization over templates: We don’t deliver generic PowerPoints with your logo swapped in
• Capability building over dependency: We teach you to fish, not just deliver fish
• Strategic thinking over task execution: We solve problems, not just complete checklists

The question isn’t “Can we afford HOW?” but rather “Can we afford not to get AI implementation right?”

A poorly executed AI initiative wastes far more than our fees—it wastes time, erodes trust in technology, and creates organizational resistance to future innovation. When you engage with HOW, you’re investing in getting it right the first time.

We believe AI knowledge shouldn’t be a luxury. That’s why we commit 1% of our revenue to pro bono AI training for charitable organizations and NGOs.

Why this matters to our partnership:

• It reflects our values—using expertise to create equity
• It ensures our methods are tested across diverse contexts, making them stronger
• It means you’re partnering with a firm that measures success beyond profit