“Culture eats strategy for lunch.”

Our team has built this agency from the ground up–and our culture is everything. We have built a culture here of mutual respect, inspiration and passion: it is something we protect–and cherish. Our culture is not some soft, Pollyanna exercise in branding. It produces stellar results for our clients, and that builds a better company. By operating seamlessly and efficiently internally, we produce the best results externally. It’s just that simple.

We live by a simple set of “Core Resonates.” As you might imagine, it’s an internal document. But, we want to share it with you, so that you know what we’re really about.

1. Be Compassionate.
Compassion is powerful. Above all else, we need to be compassionate with one another. We may spend as much time together as we do with our own families. Please consider that and, in all dealings, put yourself in one another’s shoes—as well as our clients’ and partners’. This will produce the best work and preserve our sanity. We must also be compassionate for those less fortunate— and always strive to use our ever-increasing influence, power and money to help them. It is incumbent upon us to do so. (Do good business with good people as we do good in our world.)

2. Have Manifest Integrity.
This goes for everything, big and small. From choosing agency-side clients to allowing tech-side clients to unsubscribe from our technology. We will choose with great care, and we will never be disingenuous to boost our cash flow. We put people over profits–every time.

3. Be 100% Honest.
We must be unflinchingly honest with ourselves, with one another—and with clients/media/outsiders. If it means, for example, that we have to face facts that a client’s Twitter reach fell by 20% in two weeks, so be it. It forces us to take real, corrective action. And, they appreciate the candor. We must never, ever spin the numbers or shy away from challenges. Great companies accept the brutal facts and never sugar-coat. We’re too darn good for that!

4. Over-communicate.
Many of the world’s problems arise over gaps in communication. We need to make sure we’re all on the same page as often as possible. And of course, our clients and partners need to be crystal clear on the state of affairs, so that they know what we’re doing for them!

5. Take Accountability.
At the end of the day, if something doesn’t get done, it is nobody’s fault but our own. Never blame a client. We must have the integrity and ego-orientation to assume full accountability.

6. Help Others Do Their Finest Work as You Do Yours.
Strive to be a playmaker, not a superstar. It’s one thing to knock out our best work, but it is even more powerful to help our fellow teammates produce theirs. When completing an important task, give it your all and then take it that extra step further. Challenge yourself. Hone your skills. Dominate your space. If we improve our agency by 1% a day, we will be a truly great company within a year.

7. Turn Challenge Into Opportunity.
If you shift your perspective you can find opportunity in every challenge. We must respond to every mistake, setback and challenge with resolve, passion and action—to emerge better and stronger.

8. Work Smarter, Not Harder.
Always strive to be more productive, less distracted, and prioritize your days. We can’t do everything all the time. Separate the “urgent” from merely the “important.” Set a few big, high-impact goals each day—and if you hit those, it has been a successful day. This will preserve our sanity and ensure better results.

9. Have Humility.
None of us are perfect. Admit mistakes when you make them and ask for help when you need it.

10. Have Fun & Be Happy.
(Don’t Sweat the Small Stuff.) At the end of the day, this is the whole point of life. Let’s approach our work with humor and levity whenever possible. Nothing is fatal (except fatalities). So let’s not “sweat the small stuff.” Let’s remember—and remind one another when necessary—to be grateful for this amazing work we do with these amazing people and companies.

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