Care leads the way

As I'm writing this, I'm sitting on a plane, heading to what will be our last production of 2025. It's late in the year, things are moving fast, and as often happens in moments like this, my mind drifts a bit ahead - to what we're building, and what 2026 should look like for Avola.

Everything is still new. A lot has already happened. We've been trusted with some amazing projects, worked with generous and talented people, and built something that already feels - and is - more real than I thought would have been possible at this time. I'm genuinely grateful for that. At the same time, I'm increasingly aware that as the pace picks up and more people become involved, it matters to be clear, at least to ourselves, about how we want to work.

A better way to work

Production work is demanding by nature. Deadlines are fixed, expectations are high, and requirements are often complex. That's part of the job, and it's not something I'm trying to change. But I do believe there's a better way to work than one where unnecessary stress becomes the defaut state. Not by questioning what clients want or lowering ambitions, but by planning properly, communicating clearly, and taking responsibility for the work we're asked to deliver.

For me, care can be a practical thing. It shows in preparation, in follow-through, and in how responsibility is handled when adjustments are needed. We aim to get things right, and when something doesn't go exactly as planned, we should take ownership and deal with it directly.

Care also shows in how people are treated. This business is built on relationships, and I believe strongly that how we work together matters. Clients, collaborators, and crew all bring something essential, and everyone deserves to be met with respect. That means many things: planning responsibly, paying people fairly, and creating working conditions where people can focus on doing a great job - amongst other things.

I also think care shows in the outcome. In delivering work that's solid, reliable, and fit for purpose. Work that supports what the client is trying to achieve, and works where it's meant to live. Not by doing more or less than asked - but by doing the work properly.

Framing it

And so, this phrase keeps on popping up in my head: "care leads the way". It isn't something I see as a finished statement, but maybe more of a direction. One I want Avola to grow with as the company evolves, responsibilities increase, and more people become part of the work.

The phrasing itself is inspired by United Airlines' "good leads the way" - partly because I remain, unapologetically, a bit aviation obsessed, but mainly because of what it represents. A simple idea that a principle can guide decisions, especially when things move fast. I like that thought.

As we move into 2026, "care leads the way" will be the foundation for how we operate - how we plan, collaborate, and take responsibility for the work we're trusted with. Not as a promise of perfection, but as a clear standard for how we choose to work.

Thank you to everyone who's been part of the Avola journey in 2025. Care leads the way - into 2026 and beyond. Bonne année from me, onboard this aircraft bound for Paris.