2025 Theme: GRIT—Passion, Persistence, and Purpose

“Grit is not just about stubborn persistence. It’s also about choosing the right goals.” – Angela Duckworth

Themes don’t disappear; they grow with us. Over the past few years, we’ve explored Excellence and Agility, strengthening our skills and mindset. This year, we’re building on that foundation with a theme that captures who we are at our core: GRIT.

And no, we’re not talking about the kind that gets stuck in your shoe. We mean the powerful mix of passion and persistence that drives outstanding achievement.

Inspired by the book Grit by Angela Duckworth, this year’s theme challenges us to look beyond talent and focus on effort—because while talent matters, effort matters twice.

What Is Grit?

Duckworth defines grit as maintaining determination and motivation over the long haul despite setbacks. It’s not just about working hard—it’s about working with purpose. Here are some key takeaways from her research:

1. Effort builds skill. And effort makes skill productive. Consistency wins.
2. Gritty people practice deliberately and find their flow.
3. Passion + perseverance = long-term success.
4. Grit means pushing forward, even after failure.
5. It’s about committing to a top-level goal—the thing that drives everything else.
6. Gritty individuals rely on four key psychological assets: interest, practice, purpose, and hope.
7. Ultimately, their persistence benefits others, making all the hard work worth it.

Connecting GRIT to Our Goals

Now, JJCA is putting GRIT into action. At our recent retreat, we laid the groundwork for personal and team growth, focusing on three key areas:

• Technical expertise – Continuously sharpening our skills to deliver smarter solutions
• Thoughtful design – Making intentional choices that enhance experiences
• Leadership skills – Strengthening our ability to guide, collaborate, and inspire

In the coming weeks, each team member will define their personal “ROCKS”—specific, measurable goals that will push them forward in these areas. Leadership will follow up with check-ins, ensuring accountability and support.

Why does this matter? Because grit isn’t just about persistence—it’s about pursuing the right goals with purpose. By embedding this mindset into our work, we’re growing as individuals and reinforcing our commitment to excellence in design, agility in problem-solving, and leadership in our industry. That means better client outcomes, stronger collaborations with our partners, and a team striving to be better than yesterday.

Grit isn’t just our theme—it’s how we work. And in 2025, we’re leveling up.