10:10’s values, principles and culture

Our values are the big things we think are most important.

Our values shape our principles – the rules of thumb that we use to put those big ideas we care about into practice.

And our principles shape our culture – the set of traditions, norms and practices that define what it’s like to work at 10:10.

Every organisation has a culture (whether they’ve thought about it or not) and they thrive or falter depending on the strength of that culture. So we’ve chosen to be intentional about ours – collectively deciding what kind of organisation we want 10:10 to be, and working together to make that happen.

Shared values + clear principles + commitment to making it work = a good culture.


  • Collaborative decision making: we all have a stake in 10:10’s future, so wherever possible, we take decisions together.

  • Diverse backgrounds, shared values: our team and our projects should reflect the diversity of the communities they serve or seek to serve. We’ll go out of our way to ensure this is the case.

  • Everyone’s a leader: we all take responsibility for making 10:10 great, and inspiring our colleagues.

  • Everyone’s a teacher: we’re generous in sharing our skills and ideas, and receptive to those shared by others.

  • Minimal hierarchy: we treat hierarchy as a tool for getting things done, and avoid using more than we need.

Trust and respect                    

  • No responsibility without agency: don’t micromanage – agree on the goal, then support people to do it their way.

  • Always assume good faith: unless there’s clear evidence to the contrary, assume that people are trying their best to do the right thing, and respond accordingly.

  • Presume against secrecy: if the team or the mission don’t benefit from keeping something secret, open it up.

  • Courageous conversations: don’t let problems or frustrations build up – trust people to take constructive criticism.

  • Respect people’s time: it’s an extremely scarce resource! Meetings, questions, troubleshooting.

  • Trust in one another’s professional skills: We’re a highly skilled bunch, support don’t scrutinise one another’s work. Question but don’t doubt.


  • Make space and time for new ideas: we all have the explicit right to use our time and the time of others to discuss and share new ideas.  

  • We don’t have the answers yet: until we’ve solved climate change, assume that we need to keep trying new things.

  • Get good at failing: understand that it’s inherent in innovation, and reward failure in pursuit of it. Fail little and often - test and iterate and test again to reduce the risk of big failures, and turn small failures into useful lessons.    

  • Respect our history but don’t be bound by it: Just because something has been tried before doesn’t mean we shouldn’t try it again in a new place and time with the wisdom of previous attempts under our belts.

Shared ambition

  • We’re a for-impact organisation: we define ourselves positively by what we want to achieve and hold ourselves to account on this basis too.

  • Do the mission justice: we take pride in producing excellent work because the challenge of climate change demands nothing less. We set high standards for ourselves, and always ask how we can do better.

  • 10:10 should fill a gap: we aim to be (respectfully) distinctive from other climate focused NGOs in our tone and tactics. If Greenpeace or FoE can do it better, we let them.

  • See the big picture: Understand who is doing what and look to address unmet needs. We see the bigger picture when it comes to working with one another too - small mistakes are treated as such.


  • Make it fun: humour, awe, creativity and just straightforward fun are powerful and underused campaigning tools. If people don’t enjoy their experience of 10:10, we’re doing something wrong.  

  • Focus on solutions: whether it’s a typo in a tweet or, say, an existential threat to human civilisation, we don’t dwell on blame or regret – we find ways to improve the situation and lessons to learn for next time.

  • Stay positive: we take an optimistic perspective on the epic challenge - our position is always that problems can be solved.

Caring and kindness

  • The culture is a project: it needs and deserves our time, attention and money.

  • Supportiveness: rally around people when they’re struggling.

  • Share in success: everything we do is made possible in some way by the work of others. We’re not shy to praise where praise is due but with an awareness of the contribution of others.    

  • Training and skill sharing: beyond that needed to do our jobs better, we help one another grow as people not just colleagues.

  • Working environment: office space, chairs, laptops, our health - it all matters and is treated accordingly.

  • Work-life balance: With mission driven work, it’s easy to become a martyr. We recognise that we serve our goal best when we’re healthy, happy and rested and we work to support one another in remembering that.


  • Treat ends justify means with suspicion: With climate change there likely will be no end. We’re in this fight for the long run so quick wins do not serve our effort well.

  • We’re not in this alone: We think about, and care about, how our decisions impact on our allies and wider society.

  • Act like a human: would you do or say that in your personal life?


  • Assume internal transparency in the first instance: we work on the basis that sharing organisational information internally, unless there is a specific justification to keep something confidential, is a basic component of respecting the whole staff team, their opinions and their input.

  • New audiences are our business: Sure, it’s not easy: but 10:10’s positive, family friendly and participative approach is all about opening the door of the climate movement to those who didn’t feel invited in the first place.  

  • Our resources are not our resources: We’re not here for our own benefit (though it is fun along the way): we are open with our resources and seek to share them with allies up and down the scale wherever possible.

  • Other people have good ideas: It’s true! We don’t assume we’re always right (and even when we are, it doesn’t mean we are forever) - so we’re open to new ideas and seek to support innovation where it fits our pathway of change.