We Are Databox Playmakers

Culture is never something you fully design upfront. 

You can define values, write principles, and document behaviors, but real culture is shaped over time by people, decisions, and moments when things are not easy.

At Databox, one word has followed us for years and somehow captured all of that better than anything else: playmakers.

A playmaker is not just someone who performs well. A playmaker creates opportunities for others to succeed as well. 

In our early days, one of our marketing leaders, John Bonini, used this phrase to describe who we are. At the time, we did not fully realize how accurate it was. Over the years, as we shape our core values, our ways of working, and our expectations of one another, “Playmakers” slowly became shorthand for everything we stood for.

Last quarter, we revisited and redefined our values once again. Aljaž Godec, our Head of People and Culture, helped shape them to better reflect who we are today and aligned with where we are heading next. 

I want to share why this idea of playmakers resonates with me and why it matters so much for how we will maintain and shape our culture going forward.

Before launching Databox, I spent more than a decade as a professional athlete. After that, I became a coach, responsible not just for my own performance but primarily for helping others grow, improve, and win.

When I think about Databox Playmakers, I can draw several similarities to sports. My 15+ years of professional sports experience, combined with 20+ years of entrepreneurial experience, have shaped how I view leadership and culture at Databox today. The parallels between sports and business are constant, and they explain well what we mean when we say we are Databox Playmakers.

At the core, being a Databox Playmaker means four things: reading the game early, connecting people and actions, initiating momentum, and elevating others.

Reading the game early

In sports, a playmaker sees patterns, timing, and momentum before others do. They anticipate what will happen next and position themselves, or others, accordingly.

In business, playmakers bring the same awareness. They understand the broader context beyond their own role, see connections across teams and functions, and recognize risks or opportunities early—helping the organization move with intent instead of reacting late.

At Databox, this resonates with our value ‘Drive customer success‘

In sports, every move is made with the goal of winning the game. In our world, winning means helping customers succeed.

Playmakers build with customers in mind, listen deeply, and make decisions that help them move faster and further. If something does not help a customer win, we rethink it.

Connecting people and actions

In sports, a well-timed pass turns individual effort into a scoring opportunity. It is not about holding the ball, but about moving it at the right moment.

In business, playmakers create flow across teams. They connect ideas, decisions, and execution, reduce friction, clarify priorities, and help others understand how their work fits into the bigger picture.

At Databox, this resonates with our value ‘Win as a team‘

In sports, a playmaker elevates everyone around them. They listen, trust expertise, challenge when needed, and support when it matters most. Wins are shared. Losses are learned from.

We focus on solutions, not blame. When one of us gets better, we all do.

Initiating momentum

In sports, playmakers sense when the team needs energy and step up without waiting for instructions. They take responsibility for changing the game’s rhythm.

In business, playmakers do not wait for perfect plans or ideal conditions. They take initiative, address problems proactively, and move things forward, knowing that progress often creates clarity.

At Databox, this resonates with the value ‘Own it. Ship it.‘

On the field, you are not a spectator. You own your role and your impact.

Playmakers take full ownership, experiment, take creative risks, and commit to delivering real value. Progress is built one release, one customer, one insight at a time.

It is also connected to the value ‘Driven by progress.’

In sports, momentum matters. Hesitation costs you.

We act with focus and high standards, take initiative, iterate quickly, and learn by doing. The market will not slow down for us, and that is our advantage.

Elevating others

In sports, the best playmakers measure success by team outcomes, not individual statistics. Their impact may not always be visible, but the results are.

In business, playmakers elevate others in the same way. They coach, support, and create space for people to do their best work. Their success is reflected in the strength of the team and what is achieved together.

At Databox, this resonates with our value We stay sharp and stay human
Great playmakers know how to last. A long season requires balance, energy, and perspective.

We protect time for deep work, rest, and life outside of work, knowing that sustainable performance depends on it.

Of course, no team is made only of playmakers.

Every sport and every organization needs different roles, strengths, and personalities. But what matters is the mindset.

Playing as a team.

Being proactive.

Taking ownership.

Making things happen instead of waiting for them to happen.

As we evolve into an AI-native company and rethink how we build and operate, this mindset matters more than ever. 

Technology will change. Tools will, too. 

What will not change is the need for people who think like playmakers and care deeply about collective success.

I am proud to be part of this team.

I am grateful for the people who show up every day with this mindset, often without realizing it. I am excited to see how we will continue to evolve and transform Databox, and I’m proud to be one of the Databox Playmakers.