About Us

About Us

Our Shared Beliefs 

These shared beliefs, essentially our corporate ethos, are values we strive to put into action every day: 



“Less fingers, more thumbs” 

We use this phrase often at Anova, and what it means to us is that regardless of the situation, both individually and as a team we take full accountability for our results and the results of our clients. Full accountability eliminates blame and generates trust.  Whether we are facing internal or external challenges, we work each day to control what we can control in order drive the best possible results for our teammates and our clients.   

We have found that our very best clients also aspire to full accountability.  Regardless of whether the feedback they receive is direct or seemingly more exogenous, successful teams take ownership. They don’t view client feedback merely as interesting data, but they continuously integrate their buyers’ perspectives into their decisions and actions.  

 Click here to read our blog about Ownership and Tom Brady


Growth Mindset 

“Content but never complacent” 

This is another motto frequently heard in the hallways at Anova. What a growth mindset means to us is that we celebrate our successes, but we also embrace adversity and never rest on our laurels.  We maintain the courage to push ourselves beyond our comfort zones. We believe that hard work, focus, and a willingness to be vulnerable leads to tangible results. We are coachable and receptive to lessons from those who can best teach us. Our best clients are the same way – the feedback they receive does not sit on a shelf. They resolve to learn as much from their losses as from their wins, both in terms of duplicating what went right and addressing what could have gone better.  

Click here to read our blog about Growth Mindset and Carol Dweck



“First you learn the instrument, then you learn the music, then you forget all that s**t and just play.” – Charlie Parker 

There are no shortcuts in life, and we take a long-term view of success. Whether we are playing an instrument or conducting voice of the client research, we believe in continuous improvement and committing to the process.  We strive to maintain the patience and discipline to become experts in our field. And once we master a skill, we maintain that mastery by repeatedly applying it, which enables us to evolve with changing times and market conditions. Many of our long-term clients have integrated a similar quest for continuous improvement into the evolution of their ongoing voice of the client programs. 

Click here to read our blog about Craftsmanship and Julia Child

Click here to read our blog about Craftsmanship and Antonio Lopez Garcia


Feedback Is a Gift 

“When you want to help people, you tell them the truth. When you want to help yourself, you tell them what they want to hear.” – Thomas Sowell 

As a feedback company, we believe that unfiltered feedback is an essential input into driving accountability, fostering a growth mindset, and providing critical insights to hone one’s chosen craft. Though it can sting at times, we believe that honest feedback is a tremendously valuable gift. Being receptive to both positive and constructive feedback promotes honesty and trust in a team setting and promotes personal and professional growth on an individual basis. We lead by example and carry this message to our clients, and our most successful clients recognize that seeking and internalizing feedback provides them with a competitive edge.  

Click here to read our blog about feedback and Jerry Seinfeld


Good People, Great Team 

“All things being equal, people will do business with a friend; all things being unequal, people will still do business with a friend.” – Mark McCormack 

Lastly, we’ve learned that none of the above values matters if we are not surrounded by great people.  There is a human element that cannot be separated from the business of effectively gathering and delivering feedback, and our teammates and clients are our most valuable resources. We treat each other with respect, and we show empathy, kindness and compassion to our co-workers and clients. We are grateful to have the opportunity to work in a field we are passionate about, and we take pride in the fact that our employees and clients are good people. We have observed that our most successful client organizations have exceptional company cultures, and we are intentional in our efforts to invest in reinforcing Anova’s own culture and values. 

Click here to read our blog about good people, great team and Warren Buffett