Your product or service – who is it for? The creatives and copy – to whom are they talking? The reports we prepare – who is going to read them? Who is this for, what do they need, and how can we make a difference to them?
Most digital marketing shops (including the places where we learned our trade) can be described as engine rooms. The places where configurations are being made so that the cogs all intertwine. The upside of this approach is scale: following the template and working to spec becomes more efficient the bigger you get. The downside? There is no room for initiative, let alone curiosity. There is no place to ask good questions, like for example ›Who is this for‹. And while there is plenty of room for professionals there is no real place for people.
And so, in 2018, we built a place of our own. A place for commitment and inquiry. A place where, even when working on spec, we are always looking at the bigger picture. Where asking questions is just as important as providing answers. Not an engine room for cogs but a habitat for people, with food for thought and shelter from bullshit. A place where, instead of just ›marketers‹, we can be explorers and scientists, coaches and translators, all rolled into one. Where we have consciously created the perfect atmosphere. Success, then, is just the rain that is going to fall as a result.