The Blades - Values


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Values

2Excel is a company that lives by, and stands on, its values. These values are instantly recognisable as some of the core values and standards of the Royal Air Force. Most professional companies will have similar values, but in a field where world-class performance is the standard, and margins for error are so small, these principles are the rules by which 2Excel and The Blades live by and deliver by.

The vision of 2Excel and The Blades is: To Be Best In Our Class

2Excel's motto, and hence the Company's name, is: 'To Excel'.

All equally important, these values are:

Excellence
A World-Class Team
Passion
Agility
Professionalism
Innovation
Trust
Excitement
Reliability
Partnerships

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Excellence

Calling the company 2Excel asks us a question every day: 'How should we do this?'. The answer is always the same: 2Excel. Driven by our name, excellence runs through our every fibre.

A World-class Team

2Excel’s pilots have been in, and led, world-class Royal Air Force Squadrons in war. They have represented the RAF and the UK throughout the world. Taking the ethos and skills learned in these teams, 2Excel has succeeded in recreating those world-class capabilities in the commercial world.

Passion

Many people said that 2Excel was doomed to fail. A start-up business, based on an unproven concept, with very expensive assets (aircraft, facilities and people), run by pilots with no commercial experience seemed risky. However, relying on the exceptional skills of its people, and their unbridled passion, gave 2Excel the foundation to succeed. Hard work and passion have overcome the obstacles; the results speak for themselves.

Agility

2Excel's concept is to use its aviation-based assets to access a wide variety of markets. The flexibility of our people and the breadth of our capabilities give us the agility to deliver to almost any brief and succeed in the most testing situations. Where we are not the experts, we join forces with those who are. Markets, needs and trends change; 2Excel's strength is to be able to change with them.

Professionalism

Being able to deliver world-class performances, be they displays, business solutions, messaging or corporate events, relies on the continued support of the Civil Aviation Authority and the continued recommendations of our clients. As a fully professional display team, we strive to match the best teams in the world, most of which are state funded. The Blades have to deliver outstanding performances time and time again. In the events sector, without the continued support of our clients, and especially their personal recommendations and referrals, we would be finished. Professionalism is integral to 2Excel and The Blades success.

Innovation

The basic premise of 2Excel's business strategy is innovative; breadth is its lifeblood and the agile application of the Blades' skills is the heart of it. If it doesn't exist, we make it. For example, having 24 TV cameras embodied on the aircraft, down-linked in real time, is unique amongst the teams in the air display world. Such unique technologies, unrivalled flying authorisations and cutting-edge marketing and communications tactics are just some of the examples that demonstrate that 2Excel lives and breathes innovation.

Trust

Whether flying ten feet apart just above the ground, arriving overhead an event on time to the second, producing unforgettable corporate events, or delivering tangible business results for our clients, 2Excel demonstrates ultimate trust daily.

Excitement

Fundamental to making The Blades' engagement with its audiences and clients unforgettable is excitement. Whether our guests are watching a display, or they are looping and rolling in the aircraft with The Blades, being with 2Excel and The Blades is incomparably thrilling.

Reliability

The Blades come from the military environment where your word is your bond. 2Excel's whole business is founded on that psychological contract. It applies between us ourselves, and between us and our clients. If we say we'll do something, we will. It's our way of life. For 2Excel, reliability is delivering exactly what we promise.

Partnerships

2Excel and The Blades are at the top of their fields. We are pilots; we know we're not experts in everything. Whenever we operate outside our fields, which we do a lot of the time, we use outstanding partners who are at the pinnacles of theirs. We have partners from all walks of life, be they chefs, engineers, hostesses, performers or event organisers, or the bodies that govern any of our activities. We work with our partners to ensure that whatever it is we do together is the best in its class. Together with our partners, we have created a phenomenally powerful range of capabilities for you to harness to your needs.

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