These values exist as heuristic checks to guide and measure our decision making. They are aspirational, idealistic goals stated as positive outcomes. While not applicable to every situation, striving for these ideals will elevate our output.
We provide timely information that is useful and actionable. We rise to meet rider expectations by anticipating needs, and reacting to unexpected conditions. We help riders move better by empowering them to control their own destiny.
Our communications are self-evident within their context. Information is meaningful, focused, and easily understood without specialized knowledge. We provide an appropriate level of detail for the audience and situation, without jargon or clutter.
Riders are people like us, deserving courtesy and care. We hear them, and acknowledge the reality of their lived experience. We are self aware and transparent about our shortcomings, and reassuring about solutions.
We earn our riders’ trust by providing correct, clear, and consistent information. Real-time information facilitates seamless travel, but accuracy is essential. We tell the truth about service even when it hurts, apologize for mistakes, and avoid promises we can’t keep.
We provide an essential public good for all who need it. Service and information are accessible for people of any background, means, education, ability, and access to technology. Inclusive transportation enables access to opportunity for everyone.
We provide functional information that is direct, utilitarian, and unfussy. Consistent use of a unified style is instantly recognizable as one voice of the T. Our voice is modern, sturdy, and timeless to live beyond temporary trends. It is colorful, lively, and light to draw attention in busy surroundings.
We appreciate and embody the geography, history, and customs of greater Boston. We speak the language of our people, and are an inseparable and indispensable part of the city itself. Like Boston, we are resilient and wicked smart, proven by our long history pioneering transportation in the region.