September 8, 2010

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Page
1

Confidential Material

Please do not reproduce or distribute without the permission of WordStream Inc.

September 8, 2010

Page
2

Confidential Material

Please do not reproduce or distribute without the permission of WordStream Inc.


Introduction


Who am I?


Core Values


The early years (@ Molecular)


Core Values Revisited


Stories, experiences


Core Values


Making them real


Core Values


New Entity

Page
3

Confidential Material

Please do not reproduce or distribute without the permission of WordStream Inc.

Co
-
Founder and CEO

Internet Consulting Firm


1994 to 2007

Global Chief Operating Officer

(Isobar Acquired Molecular)


2007 to 2009

Chief Executive Officer

SaaS software for Search


2010 to Present

Copyright © 2006 Molecular, Inc. | www.molecular.com | Linked by Isobar

5

A Brief History of Molecular

History



Founded 1994


Distance
Learning Focus



Caught the Internet Wave



High end Internet Consulting Firm



Raised $20M at the peak of the
bubble (April 2000) from CMGI



Survived the dot
-
com crash



Ranked as a top
-
5 firm nationally



In 2005, sold the company to one
of the largest media services
companies in the world (Aegis)


Copyright © 2006 Molecular, Inc. | www.molecular.com | Linked by Isobar

6

3500

104

40


staff

offices

countries


A global network of world
-
class agencies

Americas

EMEA

APAC

Copyright © 2006 Molecular, Inc. | www.molecular.com | Linked by Isobar

7

Core Values


late 1990’s


Challenge


Learning


(that was it!)

Copyright © 2006 Molecular, Inc. | www.molecular.com | Linked by Isobar

8

2000: Core Values


Nice, but 18 of them?


No focus on
enacting

the values


Raw


Bulleted lists


Created in a
brainstorm

Copyright © 2006 Molecular, Inc. | www.molecular.com | Linked by Isobar

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Revised Core Values
-

The Process


I created a draft (after reading articles from Bob!)


Circulated to the Executive Team + Advisors / Mentors


Created a committee:


Long time employees


Short term employees


Senior staff / junior staff


Every department


Dozen people in total


Rankings by Exec Team


7 iterations of the values, with multiple meetings for
discussion.


8 to 12 week process

Presentation to Staff
-

Excerpts

Copyright © 2006 Molecular, Inc. | www.molecular.com | Linked by Isobar

11

Values

Communication

Respect

Integrity

Excellence

Can anyone guess what company’s core
values these are?

Copyright © 2006 Molecular, Inc. | www.molecular.com | Linked by Isobar

12

Core Values


Our values must truly represent our company and mean
something (not hollow


like Enron)


We will weave our values into everything we do.
Recruiting, performance reviews, orientation, decisions
with clients, etc.


“Core values are the deeply ingrained principles
that guide all of a company’s actions; they serve
as its cultural cornerstones…… they can never be
compromised, either for convenience or short
-
term
economic gain”


Harvard Business Review

Copyright © 2006 Molecular, Inc. | www.molecular.com | Linked by Isobar

13


Transparency


We believe in fostering a culture of

transparency
. We are committed to promoting
open, two
-
way communication, where every
person knows where we stand, and where we
need to focus our energy to improve the
company.



Copyright © 2006 Molecular, Inc. | www.molecular.com | Linked by Isobar

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Customer intimacy

We work diligently to build customer
relationships based on mutual trust and respect
with every client and work hard to make them
successful. Our belief in
customer intimacy

means that clients can count on us to
understand their goals and motivations and
success criteria, as we strive to exceed
expectations with every interaction.

Copyright © 2006 Molecular, Inc. | www.molecular.com | Linked by Isobar

15


Authentic

Our people are
authentic

and adhere to the
highest level of ethics and integrity. We believe
in doing what is right for our people, and clients
and we have the courage to address any issue
in an honest and open manner.



Copyright © 2006 Molecular, Inc. | www.molecular.com | Linked by Isobar

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Molecular’s Core Values

Embracing

Change

Transparency

Authentic

Exceptional

Execution

Customer

Intimacy

Thought

Leadership

Teamwork

Copyright © 2006 Molecular, Inc. | www.molecular.com | Linked by Isobar

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Result of Engaging Staff, Advisors, Mentors

Early Draft

Final Version

Ethics / Integrity

Authentic

Communication

Transparency

Continuous Learning

Thought Leadership

Customer Intimacy

Customer Intimacy

Performance Driven

Exceptional Execution

Teamwork

Teamwork

Quality

Embracing Change

Core Values


Making them real

Copyright © 2006 Molecular, Inc. | www.molecular.com | Linked by Isobar

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Making core values real


Stories!


Real stories


Prominently displayed


Submitted by staff

Copyright © 2006 Molecular, Inc. | www.molecular.com | Linked by Isobar

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Making core values real


MVP Awards (Staff Recognition)

Customer Intimacy


Client trust, respect, partnership


Business development


Ongoing growth and improvement opportunities for all


Teamwork


Team member growth opportunities


Regular feedback


Time and dedication


Exceptional Execution


Experienced Consultant


Organizationally savvy


Completely committed and accountable


Traveler Extraordinaire


Fluent in Flight Attendant speak


Mentor in United Mileage Plus and Hilton Honors management


Ambassador
-

Red Carpet Clubs

“I’ve never seen someone balance the line of consultant so
well


he delivers at such a high level to both of our
organizations.”
--

Marc Gunning, Content Integration Services, HP

Copyright © 2006 Molecular, Inc. | www.molecular.com | Linked by Isobar

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Making core values real


MVP Awards (Staff Recognition)


By taking on
new projects
,
new roles
,
learning new skills
and
developing new tools
Devin is a huge part of the
Endeca practice and is a key contributor in every area where
we’ve been successful.


Borders:


The largest record
-
set Molecular has worked with: 7 million


Only A graph implementation for Molecular, very few at
Endeca overall


Premiere Farrell/ Newark InOne:


Tech lead/ sales engineer: Developed sales deck onsite that
led to engagement and potential add on work.


"Devin has made a significant and

positive impression
on

both the business and technical teams

here at Premier
Farnell.


He is the primary reason we feel we've made the
right choice by going with Molecular.“


Jeremy Higgins, E
-
Commerce Team Leader


Endeca Practice


Driving the development of a relevance ranking testing tool
we can use to display our technical & thought leadership


Creating tools to ramp up Molecular Engineers on Endeca


Not afraid to wear an orange poster board and sing in front on
the whole company.

Embracing Change!

Copyright © 2006 Molecular, Inc. | www.molecular.com | Linked by Isobar

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Making core values real


Additional mechanisms


Part of every Sales presentation


Core value mugs for clients


Core value Calendars for clients (show)


Core value cups for coffee (show)


Intranet


……. Wherever we can

Copyright © 2006 Molecular, Inc. | www.molecular.com | Linked by Isobar

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Summary


One of the most important things we have ever done


They can’t be fake. You are your core values, your core
values are you.


Engage your staff


at all levels


Make them real (KEY)


Live the core values.

Confidential and proprietary to WordStream, Inc.

Next Chapter


What is WordStream?

Keywords are a company’s
most strategic
marketing asset
.


WordStream’s product suite helps you manage and act on
this valuable, proprietary data, significantly impacting your
ROI

from search engine marketing.

Confidential and proprietary to WordStream, Inc.

Where WordStream Fits

Page
26

Confidential Material

Please do not reproduce or distribute without the permission of WordStream Inc.


WordStream does not have any
documented Core Values


The company needs to form a strong
culture (void of this today)


We will do a core values exercise later this
year (I need to live in the company for a
bit first)