As Stok continues to grow and evolve, most recently through our acquisition of Canadian sustainability consultancy EcoAmmo, we’ve taken time to step back and ask ourselves: Do our values still fully reflect who we are today?
The answer led to a year-long, deeply collaborative process to evolve Stok’s core values. We sat down with Madeleine Drake, Stok’s Director of People and Culture, to talk about why this moment mattered, how the values were developed, and what they mean for Stokers and clients alike.
Watch the interview and check out the summary below.
WHY EVOLVE CORE VALUES?
Many organizations have core values. Why are they important at Stok?
Madeleine Drake: Stok is a purpose-driven organization, and we’re made up of values-driven individuals. For Stokers, personal values and professional values aren’t neatly separated. How we show up at work is an extension of who we are. These values guide how we measure success, how we support one another, and what we look for in new Stokers. They define how we expect ourselves to show up, not just in moments of ease, but especially when things are hard.
Why was now the right time for Stok to evolve our core values?
Madeleine: There were a few things coming together at once. The acquisition of EcoAmmo was a big one. It was a highly values-aligned partnership, and both organizations cared deeply about culture. We wanted language that captured our unity and togetherness, expressed through values that felt like they belonged to all of us, not one side or the other.
At the same time, it felt like an opportunity to bring new energy into our values. The essence of our original values was still there, but we wanted words that reflected who we are today and where we’re going next.
How did values play a role in the integration of EcoAmmo into Stok?
Madeleine: Values were foundational. For EcoAmmo, values were one of the first filters for joining a new company. It was the lens through which any opportunity was evaluated. So, it made sense that values were also central to the integration itself. They showed up in how we communicated, how we gave and received feedback, and how we navigated change together. Values were part of the due diligence process and evolving them became a key piece of bringing our two teams together in a meaningful way.
THE PROCESS
How did you go about developing values that resonate with team members, especially during a period of change?
Madeleine: Our approach was intentionally very collaborative. We partnered with Within People, who know Stok and our values deeply. That made a huge difference, not having to explain the essence of who we are from scratch.
From there, we engaged Stokers across the company to understand what mattered most: the actions, behaviors, and priorities that define what it really means to live our values day to day. Everyone had the opportunity to describe, in their own words, what showing up in alignment with a value looks like. To truly buy into the values, the words had to come from Stokers, so we built collaboration into our process.
How did you ensure voices across Stok were represented?
Madeleine: This was critical. We had a core values evolution steering committee, regular check-ins, and conversations with multiple stakeholder groups across the company. We constantly checked for bias and pressure-tested whether the language reflected what people actually live and feel at Stok.
The process took about a year, and the final approval came from Stok’s Active Member group. In the spirit of our values, they demanded better of us, and of the work, to get to a set of values that felt honest and shared.
THE VALUES
Let’s talk about the values themselves. What makes them distinctly “Stok”?
Madeleine: One of the clearest examples is “Stok joy.” We intentionally named it that way because it’s uniquely us. It’s about stoking a fire, igniting it, tending it, and making sure it keeps burning. Joy isn’t passive. It requires action and intention. Achieving our purpose is hard work, and to stay sustainable, we have to remind ourselves of the joy along the way. Bringing joy to the process isn’t optional, it’s a requirement.
Other values like “Own it,” “Care deeply,” and “Demand better” also reflect who we’ve always been, but with sharper clarity. “Care deeply” goes beyond being nice, to a place that’s empathetic, people-first, and genuine. “Demand better” challenges us to hold ourselves and our client work to a higher standard, pushing toward more resilient and impactful solutions.
Our values guide every decision we make and action we take on behalf of our partners and clients.
STOK JOY
There’s a special feeling here at Stok—created by our enthusiasm, playfulness, and gratitude. When we bring this intention, our brand of joy makes work more human—and more worth doing—together.
OWN IT
We all have a part to play in the results we create. When everyone steps up, seeks clarity, and looks out for each other, we get better outcomes for us all. Being present in this way gets us where we want to go.
CARE DEEPLY
Our sincere investment in each other is worth it. It’s about putting people first—and approaching each other with care. When we do this, we build trust and with that, our opportunities are boundless.
DEMAND BETTER
We not only dream higher but insist that it can be done. Laser focused, we have the courage and conviction to tackle the problems that matter most to us. We dig deep and take smart risks, bringing long-term thinking over quick fixes.
IMPACT ON STOK AND OUR CLIENTS
In what ways do these values influence how we show up for clients?
Madeleine: We were intentional about writing values that speak to our work in the world. They apply to our clients, our collaborators, and our industry. Clients should feel that we care deeply about their success, that we own our work, that we bring joy and humanity into complex challenges, and that we’ll challenge them to go further than they thought possible.
Working at Stok, and working with Stok, will challenge you. That’s part of demanding better.
What do you hope clients learn about Stok through these evolved values?
Madeleine: That our values are lived. They’re more than words on a wall. You’ll see them in action when you interact with any Stoker. It’s not always neat or polished, it can be messy, but it’s real. We hope to show that living your values is doable, worthwhile, and ultimately adds impact to the work, to the people, and to the outcomes.
