Operating Principles

Kindness should be the bedrock of your interactions. Whether you’re interacting with your team, guests, or anyone else, leading with kindness fosters trust, approachability, and a positive work culture. It’s about how you speak to others, how you treat them, and how you handle conflicts. Kindness doesn’t mean weakness or letting others take advantage of you; it’s about setting a tone of respect and empathy. By defaulting to kindness, you create an environment where people feel heard, valued, and motivated to contribute.

A strong leader must have a flexible ego—balancing confidence with humility. Fragile egos breed insecurity, resulting in defensiveness and frustration. On the other hand, a rigid, unyielding ego can foster arrogance and close-mindedness. We encourage leaders to be self-assured yet open to feedback and growth. This means having the courage to stand by your decisions while also being willing to admit when you’re wrong and learn from others. A flexible ego fosters personal development and strengthens your leadership by allowing you to adapt to feedback and new perspectives.

In our industry, our focus is always on people our guests and our teams. The experiences we create, the culture we build, and the way we lead all revolve around this core belief. The success of our business isn’t just about the games or the facility; it’s about the relationships we cultivate and the positive impact we have on those who interact with us. Whether it’s a guest or an employee, remember that humans matter most. They are the reason behind everything we do, and prioritizing them ensures we build lasting success.

Healthy things grow, and so should our teams and ourselves. We believe in pushing ourselves and our teams to be better every day. Stagnation leads to complacency, but a focus on growth ensures that we continue to evolve, improve, and succeed. This applies not only to your personal development but also to the growth of your team and our guests. Whether it’s through new challenges, learning opportunities, or shared experiences, your role is to foster a culture of constant improvement and innovation.

In your role, the level of care you demonstrate directly influences how much your team cares about their work. At Activate, you are the standard-bearer for the culture of care, and if you don’t show it, neither will your staff. Each task, whether big or small, requires your full attention and effort. By showing that you care deeply about every detail, you set an example for your team to do the same. This level of care not only ensures operational excellence but also creates an environment where employees feel valued and take pride in their contributions.

A sense of urgency is a competitive advantage in today’s business environment. We want to stand out by addressing issues quickly and efficiently. Urgency isn’t about rushing, but about recognizing when action is needed and executing promptly. When something comes up, we expect our leaders to act swiftly and decisively. Delays can cause missed opportunities and frustration, while taking immediate action demonstrates commitment and drives momentum. Cultivating a mindset of urgency ensures that both small and large tasks are handled with care, speed, and effectiveness, giving us an edge over those who hesitate or delay.

Critical thinking is an essential part of leadership. Every day presents new challenges, and your ability to approach these challenges with thoughtful analysis will set you apart as a leader. Here are three main principles to keep in mind when you approach a problem:

1. Question assumptions
Assumptions often go unchallenged because they are embedded in routines or culture. A critical thinker identifies these underlying beliefs and tests their validity.

2.Reason through logic
This involves evaluating cause and effect,identifying inconsistencies, and making connections between ideas. It’s about moving from opinion to evidence-based conclusions.

3.Diversify thought
Great critical thinkers know that bias, blind spots, and groupthink can derail good judgment. Seeking diverse input challenges narrow thinking and leads to more creative, robust solutions.

By developing this skill, you become better equipped to handle the complexities of leadership and make informed, strategic decisions that move the business forward.

“Figure it out” isn’t just a phrase—it’s a testament to our confidence in your problem-solving abilities. We trust that you’re capable of navigating challenges independently because you’ve demonstrated the skills to do so. While you’re always encouraged to ask for help if you’re unsure, the goal is for you to develop the ability to handle similar situations more effectively in the future. As a leader, being resourceful, thinking critically, and finding solutions without waiting for guidance are essential qualities. When you “figure it out,” you gain the confidence to lead with autonomy and the capacity to grow with each challenge you face.

While goals are essential, the process of reaching them is just as important. Often, the journey itself is where the most significant growth, learning, and development occur. At Activate, we want to emphasize that the experiences, lessons, and challenges you encounter along the way are what shape you as a leader. Each step in the process adds value and prepares you for future success. Instead of focusing solely on the destination, take the time to reflect on what’s happening in the present—this is where true progress and fulfillment reside.

As an agent at Activate, taking full responsibility for your location is crucial. This means owning every aspect of the operation, from the exciting initiatives to the daily, routine tasks. Whether it’s managing team habits, maintaining excellence standards, or handling unexpected issues, your role demands that you take 100% responsibility. When things don’t go as planned, it’s not an opportunity to assign blame or play the victim; instead, it’s a moment to step up, find solutions, and take action. Leaders who embrace full responsibility set the tone for their teams, fostering a culture where everyone is accountable and proactive in resolving challenges.

We believe in empowering our staff through engaged autonomy. This means allowing your team members the freedom to make decisions and take ownership of their tasks, while still providing guidance and oversight. Rather than micromanaging, your role is to give direction, trust your staff to execute, and then follow up to ensure standards are met. This approach not only builds confidence in your team but also allows them to develop their skills through hands-on experience. It may be tempting to do everything yourself to ensure it’s done correctly, but true leadership is about teaching and supporting others so that the team as a whole becomes stronger. A common way to implement this idea is to trust, but verify. After instructing another agent on how to accomplish a task or asking them to help you complete a task, we trust that person to do the task correctly. However, we should also verify that the task was completed to our standards. Following this practice allows you to verify that a task is done properly, and also allows the chance to provide immediate feedback to a fellow agent.

Understanding the “why” behind tasks and decisions is key to engagement and motivation. When you communicate the purpose behind what needs to be done, your team is more likely to buy into the vision and perform with greater care. At your location, we want to create a culture where the “why” is always clear—this clarity not only inspires action but also fosters a deeper connection to the work. When people understand the reasons behind their actions, they become more committed and aligned with the bigger picture.

In our company, we foster a mindset where we look for possibilities rather than limitations. As a leader, it’s your job to remain optimistic and open-minded, especially when faced with difficult situations. Always give others the benefit of the doubt—whether it’s your team or guests—until proven otherwise. Before making decisions, pause to consider all the options and potential outcomes. By maintaining a mindset focused on possibility, you open doors to creative solutions and better outcomes, even in challenging circumstances.

Change is constant, and as leaders, it’s our responsibility to not only adapt but also champion change. The person you hire today may be different in a few months, and the same is true for our rapidly evolving company. Rather than resisting change, embrace it as a chance to innovate and grow. New initiatives and shifts in direction bring fresh opportunities for learning and improvement. As a leader, we expect you to be a role model in navigating change, seeing the possibilities it brings, and guiding your team through transitions with confidence.

Mistakes are a natural part of growth, and we want you to have the freedom to fail. Recognizing that learning from mistakes is crucial for personal and team development. Micromanaging to avoid mistakes only stifles creativity and progress. Instead, trust your team to handle tasks, and when mistakes happen, use them as teachable moments. Your role is to guide your staff through failures, helping them correct course and improve. Mistakes provide valuable lessons that lead to innovation and long-term success.

Problems are inevitable, but they are also the catalyst for improvement. We view problems as opportunities to refine our processes, sharpen our skills, and improve our business. Rather than avoiding or dreading problems, embrace them as moments of growth. The more challenges you face, the more adept you become at navigating difficult situations. Each problem you solve not only makes you a stronger leader but also strengthens your team and the business as a whole.

“Not all readers are leaders, but all leaders are readers,” said Harry S. Truman. Reading isn’t just a task—it’s a tool for growth. We are of the firm belief that expanding your perspective through reading helps you become a more well-rounded leader. We’re not pushing you to read specific materials, but rather to engage in reading that broadens your understanding of leadership, strategy, or even personal development. The more you read, the more perspectives you gain, which will help you make better, more informed decisions. Leaders who are committed to continuous learning inspire the same curiosity and growth in their team.