S2W, a big data analysis artificial intelligence (AI) company, said on Monday it has published a brand book titled "Inventing Differently" that captures its "people-centred" corporate philosophy and organisational culture.

The book is an interview collection that looks at what values S2W has pursued, and how it has solved problems and grown over the past 7 years since its founding, centred on conversations with key executives and early employees.

It systematises S2W’s organisational culture into 7 keywords — listening, respect, pursuit, joining forces, inquiry, faithfulness and autonomy — along with supporting examples. It also explains in detail how each core value interlocks and how it could contribute to S2W’s technology innovation and business performance.

Lee Ki-wook, S2W’s chief human resources officer, said, "Even if you enter a promising market quickly with fresh technology, if cracks form in trust among colleagues on the same boat, all the achievements built up so far can be rendered futile." He added that S2W, from its early days, built an organisational culture based on "psychological safety", "complete autonomy" and "mutual trust", using a "Who → Why → How → What" framework adapted from leadership expert Simon Sinek’s "Golden Circle" theory.

Seo Sang-deok, S2W’s chief executive, said S2W’s people-centred management philosophy is a form of long-term investment to support members so they can not only win a sprint but also finish a tough marathon with ease. He added that he hopes the book will be read meaningfully by everyone thinking about "inventing differently" for sustainable growth in business and careers.