Every company needs an ethos—a purpose that defines how it creates value for its shareholders and outlines its methodology for achieving this. At Syska Hennessy, our ethos is clear: We aim to deliver innovation on complicated projects with a white-glove approach, creating value for our shareholders and clients.
A great analogy for understanding business ethos is to compare companies to different cars. Take Hyundai, for example. Hyundai stands for competitively priced cars that are safe, reliable, and affordable. Their motto, “New Thinking, New Possibilities,” reflects this ethos, and it’s no wonder they sell a lot of cars.
On the other end of the spectrum is Porsche, synonymous with high-end, custom-fitted cars that exude luxury and deliver the highest levels of performance. Porsche’s motto, “There is no substitute,” perfectly encapsulates its brand ethos.
Somewhere in between Hyundai and Porsche lies Audi, balancing luxury, performance, and advanced technology from innovation. A few years back, my sister-in-law was interested in buying an Audi and took me and my father-in-law to the dealership. Upon entering, we were greeted warmly and offered refreshments. The dealership staff thoroughly explained the process and made us comfortable on a plush couch until Jeff, our sales representative, was available.
Jeff began with some social banter before asking my sister-in-law what the three main things she was looking for in a car were. She replied: safety, advanced technology features, and exterior styling. Jeff then showcased different models, always linking them back to these top priorities. He highlighted the interiors, keyless start, touchscreen dash, and side-view car detection features. He also pointed out the stylish exterior elements of each model.
On a test drive, Jeff gave us the opportunity to experience one of Audi’s most impressive innovations. I was chosen to drive, and on a service road, he asked me to speed up to 65 mph and then slam the brakes at the next yellow sign. Bracing ourselves, I complied. To our amazement, the car slowed down to 10 mph in a very short distance, without any skidding or jerking. Like you see on this Audi video. It felt like an airplane landing smoothly on a runway. Needless to say, my sister-in-law bought the car and is now on her third Audi. What an experience and a testament to Audi’s innovative product delivery!
Years later, when an intern asked me what kind of business Syska aspires to be, I found myself using this analogy: Syska strives to be the Audi of the engineering world, with an ethos that blends innovation and client experience.
We don’t meet our clients in car dealerships, of course, but we emulate Audi’s approach toward client interactions. We greet our clients warmly, listen to their needs attentively, and tailor our solutions to meet their specific requirements. Every project is an opportunity to demonstrate our commitment to excellence and innovation. We ensure that our clients feel valued and understood, much like Jeff did with my sister-in-law at the Audi dealership.
The other component is the innovation side. In accordance with our ethos, our innovation teams explore various technologies to identify where value can be created for clients. Thanks to these efforts, we are close to launching our first external apps to the market, and we have seen some of our original startup company partners begin to exit successfully.
In short, Audi’s combination of innovation and client satisfaction is a good business model for us to follow. The only difference is that we don’t plan to slam on the brakes.