1. Under-promise. Over-deliver: Easy, tiger. Set realistic expectations and deliver on your commitments. Over-promising in moments of supreme confidence, only to under-deliver is a sure-fire way to earning a black belt in bullshido.
2. Keep it Real: In the immortal words from 90s hip hop, “Keep it Real!” There’s no need to pretend to be something you’re not. If you’re doing that, you haven’t found the right client.
3. Long-term Relationships Over Short-term Gains: What’s the focus? Immediate profits or enduring relationships? If we have to choose, it’s always the latter. Build long-term connections with consistent value and support underpinned by a desire for mutual growth.
4. See the Bigger Picture: Give as much as possible, going beyond the “bought” experience of your services. Feel good about what you do. Offer guidance, education, resources, ideas and good old-fashioned help.
5. Look for the Meaning: We can always distil ideas down to basic survival drives but if we leave the scarcity mindset we find space to create authentic and meaningful campaigns. Explore client values and find the deeper connectivity.
6. Change is a Constant: Explore, adapt, and evolve. Try something new. Take calculated risks and enjoy the process. Be willing to grow.
7. Don’t be a Numpty: Integrity is all about self-respect. Yes, it translates to those you do business with, but we want our work and personal conduct to reflect the best of our character. No misleading claims or shady tactics.
8. Have Some Compassion and Understanding: We’re all out here doing our best to make great things happen. There are more things that connect us, than separate. On the surface, its about care and consideration. On a deeper level it’s a foundation of being human. Yet, it’s perhaps most accurately described as not being a douche.
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