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1. We are not here to win awards or create works of art. We are here to tell the world about how your product makes the world a better place. If your product does not, in some way, make people’s lives better, we can’t help you.
2. We believe that the best creative work is ultimately the most cost-effective work—even if it’s more expensive initially. The best work has the greatest impact on your intended audience, and should help you acquire more customers than mediocre work.
3. We understand that some communications should be a nice cup of tea, some should be a shot of ouzo, and some should be a glass of cold water in your face.
4. We believe that undercharging for the work we do is as bad for you as overcharging. Undercharging devalues our work and leads to cutting corners and compromising quality, and we believe our clients deserve the best we can give them.
5. We care about our relationships more than we care about the bottom line. We have found that, without exception, when we take care of our relationships, the bottom line takes care of itself.
6. We believe you deserve to hear the truth and to have the benefit of our honest opinions. We would rather lose your business than mislead you.
7. We work with people who believe that doing good and doing well are not mutually exclusive.
8. We will not denigrate our competition. We will not compare ourselves with anyone. We will illuminate the world with our own bright light.