Purpose
The end that directs every decision.
Work begins from its end: the claim a technology must ultimately support and the patients it must ultimately reach. Everything upstream is judged against it.
Principles
The name is drawn from four Greek words that together form a philosophy.
Integrity
The character that earns trust.
Counsel follows the evidence, including when the evidence is unwelcome. Its value depends on its not bending to the interests of whoever receives it.
Rigor
The sustained effort excellence demands.
Strategy is only as sound as its command of the underlying detail. Judgment at altitude is earned through mastery of the ground beneath it.
Timing
The decisive moment to act.
Technologies, regulators, and markets each have their moment. Much of judgment lies in recognizing when it has arrived, and when it has not.