Our job is to help clients outsmart their competition. If we outsmart them, it’s not necessary to outspend them. No one should get more bang for the buck than our clients.

Creative work is subjective by nature. Keep working at it until the client loves it, and don’t charge for revisions. Help clients stick to their budgets.

Create work that gives people something irresistible to talk about. In a good way.

Satisfied clients are one thing, but elated clients are our goal. Serve clients tirelessly and unselfishly. Make them want to thank us profusely.

Never hand a client an unpleasant surprise. Send no unexpected bills for stock photos, mileage or "studio materials" (whatever those are). Get written approval from clients on all change orders before doing the work and billing for it. Note that pleasant surprises are still allowed, even encouraged.

Create work that dares the competition to keep up. Work that sets the standard. Challenge yourself. Expect more of yourself. Deliver excellence every time.

Don't be afraid to explore, experiment and do something unprecedented. Most importantly, don't be afraid to fail. Learn from failures and avoid them in the future.

Remember that clients are the most insightful people in the room. Learn from them. Ask a lot of questions. Then, ask more.

Don't put the cart before the horse. Take the time to assess the client's product or service and devise a strategy before the creative work gets underway.

Make working with us seriously fun for our clients. Be the highlight of each client's day... no, week... no, year!