GUIDED BY OUR PRINCIPLES AND CORE BELIEFS
Our 7 Guiding Principles
Every Team Partner at Americrane operates by the same set of principles, laid out by CEO Jim Robertson in “Operating in the Black.” They’re the foundation of how we work, on every job, every day.
1. Safety (Always First)
Safety isn’t a priority, because priorities change. Safety is our First Guiding Principle and the foundation on which we operate — for our team and for the public.
2. Service
With 24/7 crane dispatch, Americrane is the mobile crane rental company contractors trust and call when it’s needed most. Customer feedback drives our internal quality systems, helping us improve and respond with precision.
3. Integrity
Integrity is the foundation of everything we do — rooted in honesty, transparency, and ethical behavior at every level of our organization. Every Team Partner is held to the same standard.
4. Attitude
A positive attitude spreads. The two things in life you can always control are your attitude and your effort — and at Americrane, that mindset shapes how we show up for every customer and every project.
5. Community
Giving back isn’t a checkbox at Americrane — it’s a calling. Our commitment to the communities we work in is rooted in action, not recognition, from supporting youth programs to honoring veterans.
6. Professionalism
We hold ourselves to the highest standards in behavior, communication, and appearance. First impressions open the door; professionalism keeps it open.
7. Continuous Improvement
Excellence isn’t a destination, it’s an ongoing process. Yesterday was good. Today is great. Tomorrow will be even better.
“There is a common denominator to companies operating a safe, efficient, and profitable business — the people. Having a team with a set of shared values, goals, attitudes, and practices is extraordinarily powerful. Our culture defines who we are. It is the heartbeat of our organization.”
Jim Robertson, CEO/President
Frequently Asked Questions
What is "Operating in the Black"?
“Operating in the Black” is Americrane’s company culture philosophy, written by CEO Jim Robertson. It outlines the guiding principles — safety, service, integrity, attitude, community, professionalism, and continuous improvement — that every Team Partner at Americrane is committed to.
What are Americrane's guiding principles?
Americrane operates by seven guiding principles: Safety, Service, Integrity, Attitude, Community, Professionalism, and Continuous Improvement. Together, they define how the team approaches every project, every customer, and every day of work.
Why is safety Americrane's first guiding principle?
Americrane treats safety as a foundation, not a changing priority. Every policy and practice is built around keeping the team and the public safe, and that commitment shapes every other decision the company makes.
What does "Team Partner" mean at Americrane?
Americrane refers to its employees as Team Partners, reflecting the belief that everyone contributes directly to the company’s success and shares in its mission, not just its workload.
Who wrote "Operating in the Black"?
“Operating in the Black” was written by Americrane CEO and President Jim Robertson, drawing on decades of leadership experience in the crane and construction industry.