Here’s how our core value of INTEGRITY works in our day-to-day activities at The Daniels Group.

Partner with Purpose

  • Do the Right Thing, Always. We Demonstrate an unwavering commitment to doing the right thing in every action we take, and in every decision we make, even when no one’s looking. We tell the truth. If we make a mistake, we own up to it, apologize and make it right.
  • Make Quality Personal. We take pride in the quality of everything we touch and everything we do. We ask ourselves, “Is this my best work?”  Everything we touch has our signature. We sign in bold ink.
  • Check The Ego at the Door.  It’s not about us. We don’t let our ego or personal agenda get in the way of doing what’s best for the team. Worrying about who gets credit or taking things personally is counterproductive. We make sure every decision is based solely on advancing company goals.
  • Honor Commitments.  There’s no better way to earn people’s trust than to be true to our word. We do what we say we’re going to do, when we say we’re going to do it. This includes being on time for all phone calls, appointments, meetings and promises. We allow extra time for surprises and delays, and don’t let these become excuses.
  • Speak Straight. We speak honestly in a way that moves the action forward.  We make clear and direct requests. Say what we mean, and be willing to ask questions, share ideas, or raise issues that may cause conflict when it’s necessary for team success.  We address issues directly with those who are involved or affected.
  • Always Ask Why. We don’t accept anything at “face value” if it doesn’t make sense to us. We are curious and question what we don’t understand. Healthy, vigorous debate creates better solutions. There’s no better question than “Why?”; we never stop asking it.
  • Get the Facts.  We don’t make assumptions. There’s always more to the story than it first appears. We gather the facts before jumping to conclusions or making judgements. We are curious about what other information might give us a more complete picture.
  • Pay Attention to the Details. From the spelling of a client’s name to the specific language of their fundamentals, from character spacing to the colors on a logo… details matter. We are fanatic about accuracy and precision. We double-check our work. We get the details right.


Everybody’s job is to support everybody in doing their job.

It doesn’t matter whose idea it is – if it’s best for the customer, we do it.

We each contribute to the best of our ability and our ideas for improvement are encouraged.


We exhibit strong moral and ethical principles in all we do.

We only make agreements with our customers and each other that we intend and have the power to keep.

We are like family. We treat each other, our customers, and our suppliers with honor and loyalty.

Customer Focused

Our decisions are driven by our customer’s needs.

We are more than just order takers. We listen and leverage our expertise to help our clients achieve their goals.

We take ownership in every customer interaction.

Sense of Community

We value our shared history and participation in community, both internal and external.

We truly respect each other and that is reflected in the level of cooperation exhibited throughout the company.

The Daniels Group Annual Giving Program provides a generous amount of our services pro-bono to area non-profits.

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