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The ASUS brand is founded on four core values known as ASUS DNA. ASUS DNA comprises “the 5 ASUS Virtues of Humility, Integrity, Diligence, Agility and Courage”, “Focus on Fundamentals and Results”, “Innovation and Aesthetics” and “Lean Thinking”. In order to achieve our vision of turning ASUS into the world’s most admired leading enterprise in the new digital era, our employees are encouraged to practice and develop these four foundational “genes”.
ASUS places great importance on employee virtues. Five characteristics have been identified as key to the smooth development of processes and relationships. The five ASUS virtues are:
In order to accomplish the best possible results, ASUS stresses on teaching employees to “Think Through” the big picture, and focus on the fundamentals and results before execution. In short, they must find out the true Purpose behind any task, and to uncover the root cause behind issues, which will then allow them to do the right thing correctly the very first time. In order to accomplish this, employees must start with the Purpose of the task in mind, approach the situation “from the Customer's Point of View”, and take “Cost Effectiveness” into consideration while being open to “Alternatives” and acutely aware of “Side Effects”.
ASUS also places a huge emphasis on Innovation and Aesthetics. Employees are encouraged to strive for technological and aesthetic perfection in everything they do. They are expected to put themselves in customers’ shoes in order to create more value. ASUS employees are also required to apply “Green-Light/Red-Light” thinking to each situation. Green-Light thinking involves brainstorming, where every idea and proposal is sent to a ‘pool’ from which the best solution is eventually drawn. Red-Light thinking, on the other hand, involves constant questioning and adopting a cautious attitude toward every proposal in order to siphon out the root cause of problems and then subsequently obtaining answers. Through such innovative thinking and experimenting—while mindful of the need to meet and exceed the user’s needs and expectations—employees can then develop products that enhance the user’s overall product experience.
ASUS relies on Lean Thinking to create the greatest value for its customers. Combining elements of its corporate culture with Lean Six Sigma (LSS) principles, Lean Thinking requires ASUS employees to employ open communication between co-workers of all levels, maximize value in any process chain, cut down on costs and wastage, and constantly seek to improve management processes.
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