Breakfast, Flags, and Dust: An Unconventional Recipe for Developing Agency Values
While our core agency business was media, our true foundation lay in something deeper – our organizational culture. This culture wasn't just about what we did, but why and how we did it.
As I evolved as a leader, I came to understand the distinction between business principles and organizational values. Initially, I focused on business-oriented principles like "data is the fuel for winning" and "media planning and buying must be dynamic and iterative." While these principles served as practical guideposts for daily operations, they lacked the inspirational quality needed to truly unite and motivate our team.
The transformation came when we shifted toward values that captured our essence as a tight-knit, independent agency. This wasn't a quick process, nor did we want it to be. We deliberately avoided both the clichéd motivational poster approach and the obvious "table stakes" values like integrity and passion – qualities we considered basic expectations rather than distinguishing characteristics.
Instead, we crafted values that were simple, distinctive, and authentically "us." We wanted them to be memorable enough for everyone to internalize, yet flexible enough for individual interpretation. These values became so integral to our identity that we incorporated them into six unique art installations throughout our office, transforming our workspace into a physical manifestation of our culture.
Pictured above: Value installations @ Our Office at The Marketer Building in Over The Rhine Cincinnati OH
One of my most meaningful initiatives as CEO, encouraged by my trusted colleagues, was personally sharing these values with every employee. I conducted over 150 individual 30-minute sessions during the first year. As we grew, we adapted to monthly group sessions with about five new employees at a time – an unexpected improvement that fostered connections among new team members. I always opened these sessions with an icebreaker, my favorite being "What's your favorite vacation destination?" It was remarkable how these simple questions sparked genuine connections.
Though time-intensive, these conversations proved to be among my most valuable contributions as a leader. They weren't just about transmitting information – they were about building relationships across all levels of the organization, from our "Director of First Impressions" (our thoughtfully titled receptionist) to our Senior Vice Presidents.
Our six core values became the heartbeat of our organization:
1. Breakfast First
2. Let's be Clear
3. Dust Yourself Off
4. Yes, And
5. Plant the Flag
6. Make it Personal
Each value carried deep meaning and practical application, serving as both our compass and our catalyst for growth.
Jim