What are Importants?
There are things that are simple truths, not "facts" - not gravity, not the time the sun rises, not the atomic weight of tin - but things that you know in your heart, and in your mind, are true. These are things that are important to us. Some people might call these values, but values are too specific. Values shouldn't, and rarely change over time, and too often values are a bit twee - We think everyone should be honest, and most people should be noble - but these aren't really the things that define us as individuals.
What defines us needs to have a bit of wiggle room, and sometimes, maybe too often, we don't live up to the things that define us. But to us they are the simple truths and set an aspirational vision for how we want to be seen as individuals, and what Consortium means to us. We struggled with this list, and reserve the right to change it as we grow up, meet new people, feel pain, and have a little win every now and then.
What are ours?
These are the things we believe are important:
- The last 10%
Here's why we think they are important.
And the Hoff as the spokesperson for Authenticity? Well, Brett's gone fishing with the Hoff and almost killed him. But actually we've made him our poster boy for authenticity because it's about being true to who you really are, not about trying to be what other people think your authenticity should be.
When I know you're going to say what you said you'd do... that's dependable. We have a saying around Consortium, 'great work wins you clients, great execution keeps them happy'. Meeting expectations is dependable. We want to be dependable, and to be completely honest, sometimes over the past decade we have fallen short. Sometimes our excitement gets in the way of driving the outcome - this is a failing, and one we're working on.
Seeing things in a less obvious way - one that makes intuitive sense but brings new value and understanding. Flight of the Conchords is insightful, and wickedly funny (Jemaine, you're always welcome back at Consortium). They say things and observe things that we wish we'd said, and we wish we'd seen. But we back ourselves that we're pretty insightful too. When we get cranking we believe we develop strategies that completely 'get' your business and we seek to knock each campaign out of the park. We like doing that, it's fun, and it's good for you too.
Warren Buffett evidently plays the ukelele in his spare time – insightful, authentic and disruptive !
We also like the word 'maverick'. We intuitively think a little bit differently, and after a few beers some people don't get our sense of humour. When we're focused on your business, we can go places that might make you a little bit itchy, but we stay on brand, and drive value. We like to push the boundaries in a sensible way (oxymoron? makes sense to us). This gives us the freedom to explore new territories and outcomes and then shape these into ideas that are on message. Winning!
Spend a day with us.
We don't need to go to the gym (well actually we do) because we are generally pacing, arguing, hugging, laughing, late... We recently moved to a new building - at the old building we had a little white board on wheels, we were constantly fighting over which meeting it needed to be in. In the new building we painted most of the walls in whiteboard paint. We have around 57 square metres of white board now... we still fight over the pens, so we've bought more paint.
The last 10%
We left this one for last because it's the most important to us, and it consumes us. Steve Jobs was the master of the last 10% - when the first iPod came out, he took a stop watch and timed how long it took the box lid to close on it's own - he personally cared about the vacuum seal of the box and what that meant to the first 6 seconds of owning his product. Whilst we enjoy a slightly different diet to the one Mr Jobs believed in, we think his dedication to the last 10% was exceptionally cool. We care about our last 10% because we think it makes a difference far greater than 10%. We think our clients do to.