At ByDesign, we don’t really like rules. But there have to be a few. So, after being in business for six years now, we’ve distilled our learnings into six rules for what it takes to thrive in our industry. Short, sharp, simple.
Imagine you’re receiving the communication, not sending it
When you’re caught up in the hustle, sometimes the target audience gets overlooked. Don’t write (or create, or strategise) from the inside out. Take a step back. Figure out who the target audience is. Then imagine you’re part of that demographic, and produce work that answers your questions and drives your actions.
Have the confidence to make promises, and the competence to keep them
We’re a consulting firm. By default, that makes our people consultants. And if you’re a consultant, you should always have an informed opinion that’s aligned to, and supports, your clients’ strategies. This knowledge and expertise then forms the basis of implementable action plans that get results.
If you don’t know why you’re doing it, don’t
Everything we do at ByDesign aligns to a strategy. The way we build strategies for our clients ensures that deliverables are clear and easy to implement. So, if what you’re doing leaves you with questions, go back to the strategy and check whether your actions match the plan.
Ask: Would I have paid for me to be there?
Whatever you’re doing, be aware of what your clients are paying and what your value is. If you’re not adding value, you shouldn’t be in the meeting or producing the work. But you should be questioning what you could be doing differently.
Act as if ByDesign was your own business
One of the first things I learned as a young intern was to run my desk like I’d run my own business. I still do. Keep costs top of mind. Bring your A-game every day. Always look for ways to add value to your clients and colleagues.
Ask: Would I sit next to me at the Christmas party?
We all have off days. But if your colleagues are consistently avoiding sitting next to you, there’s probably a reason. The solution is simple: treat people how you want to be treated. Every action should be grounded in kindness and respect. Just be lekker.
And that really is it. The upside of having staff who ‘get’ our six rules is that it’s enabling fantastic growth for our business. More than that, it’s a place that people enjoy working at. I certainly do.
