A woman sitting at a desk, wearing a headset and smiling while using a computer.

Our staff developed a set of principles through conversations with stroke survivors, carers, volunteers, colleagues and other organisations. These principles inform and shape our decisions as we implement our strategy.

We work in an environment and are part of a system that's constantly changing, uncertain, and increasingly global in its outlook. Together, our principles set out how we'll adapt and learn, recognising and responding to these complex and changing demands with agility. Our principles are:

We are stroke to the core

We want people affected by stroke to feel genuinely involved so that they can see the difference they make. Everything we do is informed by people with lived experience of stroke - we strive to genuinely create ideas, actions and decisions together with them. We ensure that we're listening carefully to stroke survivors and carers, and that they're heard by policy makers and opinion formers.

We are in the conversation

We're bold, brave and confident as we make sure that the voice of stroke survivors is always heard. We are expert and equal partners with health, social and political organisations, nationally and locally - the 'go to' people when it comes to stroke. We develop relationships and alliances with partners in the private, public and voluntary sectors who share our vision. We add value through our leadership, expertise, independence, and trusted relationships.

We know how to make an impact

We measure ourselves by the difference we make for people affected by stroke, rather than the work that we do. We know that large impact can sometimes be achieved with relatively small resources. We use data and evidence to inform and evaluate our decisions, actions, service design and delivery. We're a learning organisation that questions, tests, learns, adapts and shares, to improve. And we're transparent about that - holding ourselves and others to account.

We unleash potential

We harness the value and diversity that everyone brings to help deliver our goals - people affected by stroke, ourselves and others. And we fight the inequality that gets in their way. We focus on expertise over position - driving collaboration through crossfunctional teams and embedding ownership and accountability at all levels of our charity. We recruit, keep and develop the best people and invest in our culture, skills and knowledge to deliver our goals.

We care for ourselves as for others

We want to be an organisation that excels in kindness, mutual trust and empowerment. This isn't about making allowances and tolerating mediocrity. It's about creating and protecting time and space for the kindness, wellbeing and authenticity that benefits us all. It's about creating the conditions for us to feel safe, supported and challenged to do our best work. Whether that's through small, everyday actions. Or through bigger programmes of change when we need it.