I consider the Guiding Principles of Jirsch Sutherland IP are:

1. Our client's interests always come first. If our clients are happy our success will follow.
2. Our core assets are the people and reputation of Jirsch Sutherland and Jirsch Sutherland IP. We consider our respective reputations to be paramount.
3. The quality of our work is what we are measured on. We take great pride in our work. In this regard we have uncompromising determination to achieve excellence in everything we undertake. We would rather be the best than the biggest.
4. We only recruit the best. We select our people one by one. In a service business, we know that without the best people we cannot be the best firm.
5. We stress teamwork in everything we do. Teamwork produces the best results. Two heads (or more) are better than one.
6. We are completely dedicated to the firm in everything we do.
7. Profits are important but are not the main driver of the business. Profits attract and retain the best people which attract the best clients. We know that profitability is critical to our future.
8. We want to maintain a size of organisation that is small enough to maintain the loyalty, intimacy and spirit of our practice but is big enough to undertake the largest project that any of our clients could contemplate.
9. We constantly strive to contemplate the needs of our clients and develop new services to meet those needs. Complacency can lead to extinction.
10. We regularly receive confidential information on the IP of our clients. To breach the trust and confidence of our clients or to use this information improperly is unthinkable.
11. Our business is highly competitive, and we aggressively seek to expand our client relationships but we pride ourselves on being fair to our competitors.
12. We believe that integrity, hard work, and honesty are at the heart of our business. We expect our people to maintain absolute integrity and ethical standards in everything they do.