Leading with Purpose: Our Standards at Orcana

As a new leader of a new company, I’ve been reflecting on what it takes to build something meaningful—not just for our clients but for the team behind the work. Leadership, to me, is about clarity, connection, and direction. That understanding started long before Orcana, during my very first job detasseling corn.

Every morning in the summer of 1988, I would meet other kids at my local swimming pool at 6:30 AM, lunch in hand and ready to work. Our shift lead, Shirley, a woman in her early thirties, drove the bus and managed a group of about 30 kids. She was the boss, ensuring we got to the fields and did our jobs. She did not want to hear any complaints; she just wanted us to hit our quota by EOD and not bother her. She would sit in the bus and watch us, smoking and listening to the radio.?

However, Nathan, a 16-year-old who had just become our row lead, showed me the difference between a manager and a leader. Nathan taught us how to do the work, helped when we weren’t tall enough, and frequently let us know what he expected from us. He worked the hardest and inspired us to do the same. He was clear and kind and set the tone for the team. From those early days, I learned that a leader isn’t just someone in charge—a leader is someone who leads by example and makes their intentions and expectations clear.

That early lesson about leadership has stayed with me throughout my career. While the settings have changed, the core principles of leading with purpose and setting clear standards have remained constant. I want to share the Standards of Service we uphold at Orcana, built on the same foundation of integrity, clarity, and collaboration that I learned in those cornfields.

Transparency is Non-Negotiable?At Orcana. We believe that trust starts with transparency. Whether it’s an honest conversation about project challenges or openly sharing successes and setbacks, honesty is the foundation of everything we do. Transparency isn’t just a value—it’s a tool that helps us align as a team, learn faster, and ultimately serve our clients better.

Do the Right Thing, Always Integrity can often be overlooked in the hustle of running a business, but at Orcana, it’s a cornerstone of how we operate. Whether it’s advocating for a client’s best interests, supporting our team members, or simply delivering on our promises, doing what’s right for our pod isn’t always the easiest path—but it’s always the one we’ll choose..

Data is Our Guide While creativity drives our vision, data grounds our decisions. Insights, analytics, and real-world feedback inform our strategies and help us measure success. Data isn’t just a tool; it’s our roadmap, showing us what’s working, what’s not, and where we can improve.

Iterate Toward Better Perfection isn’t achieved overnight—it’s the result of constant, consistent iteration and improvement. At Orcana, we embrace feedback, refine our work, and strive for better outcomes. Whether it’s a client project, an internal process, or our own culture, we’re committed to learning, adapting, and pushing for excellence at every turn.

Be Creative, Be Resourceful Frugality doesn’t mean cutting corners—it means being wise with resources. Creativity thrives when we learn to do more with less. Every constraint is an opportunity to innovate, and every challenge is a chance to grow.

Why This Matters?Orcana is built on the idea of purpose and passion. We’re not just designing websites, apps, or campaigns—we’re building partnerships, uplifting communities, and creating work that leaves a legacy. These standards are more than just principles; they’re the heart of how we’ll lead, serve, and grow together.

Leadership is an evolving journey, and I’m committed to upholding these standards. By sharing them, I intend to inspire collaboration, connection, and clarity—not just within our team but also with our clients and communities.

What lessons have shaped your standards for leadership? What values do you hold in your work?

Let’s start a conversation and learn from each other. Orcana.com