Passionland

Let me share something during my sleepless saturday’s midnight. I’d like to share one interesting marketing company. It becomes significant once I and Yan got back from Bangkok. During our conference in Bangkok, both of us believe that the future of marketing lies on three foundations : WORD OF MOUTH, COMMUNITY & MOBILE. So while we’re thinking on creating that first brand-new service in Indonesia, the story of Crayon might inspire all of us

keep in your mind: Consumers Change, Technology Change, People Change, so why marketing does not change?

I copy to all of you 13 credos of Crayon. You’ll see how they are different.

1. We are shape shifters. Winning in today’s ever changing and volatile landscape requires versatility, flexibility and the ability to morph on demand and as needed. We are a different kind of company that mashes-up a combination of consulting, agency and advisory services. We’ll also do windows and serve tea if required.
2. We are not superior and we are not subservient; we have strong and defined points of view and we look for clients of similar ilk. We want to be challenged and we want to challenge you. We’re not yes men or women and never will be. If you can’t handle the friction, passion and intensity, we’ll gladly refer you to another company.
3. We’ll never pitch for business (at least the way you’re used to) That’s not being arrogant; it’s just being honest. We don’t subscribe to spinning wheels, wasting time and being led by other consultants (additional layers) and purchasing/procurement agents. We don’t subscribe to being placed in line-ups. We don’t want to be judged on what we’ve done in the past, but what we can do for you today and tomorrow. In the new marketing world, there is no precedent; there is only gut, intuition, common sense and intelligence. That doesn’t mean we won’t sell ourselves (hard) to you…we want you to be sure about us and the conventional pitch process isn’t designed to do that.
4. Pitch part 2. You’ll never have anyone in the room who won’t be working on your business. It’s as simple as that. What you see is what you’ll get. The reality of the business is that most ideas come from the bright and bushy-tailed junior staff. You’ll get to meet them first hand in the mating process.
5. If you’re still with us at this stage, you’re still far from the comfort zone of convention. We live and die by our ability to generate the kind of prolific thinking, original ideas, differentiated strategy and key insights that you need to be and stay competitive in this business. We also demand to be compensated accordingly. Performance-based pricing is not an option; it’s a necessity.
6. Ideas and creativity are the lifeblood of the business. We will do everything in our power to quash and defeat anything or anyone that gets in the way of the pursuit of the kinds of solutions you need and your brand needs. We welcome ideas from anyone - irrespective of their position or title and we recognize and reward as such.
7. Our culture is one which not only believes in risk-taking and experimentation, but embraces it as a vital part of our DNA. We would rather beg for forgiveness than ask for permission. Our team is individually and wholly empowered to make their own decisions and to take matters into their own hands. What doesn’t kill us will make us stronger and you better.
8. We are biased in some matters and unbiased in others. Our master is the customer; our master is the truth; our master is change. We fully intend to bias against the status quo and represent the road not taken with 110% of our minds, bodies and spirits. If you need a compartment or label, then consider us media or communications biased and conversation or solution neutral.
   • You have enough yes-men telling you to “tweak the status quo.”
   • You can’t take incremental steps and expect an exponential result
9. We walk our talk. We expect you to judge us by the way we walk our talk and even talk our talk (podcasts). In short how we market ourselves using new marketing to prove new marketing.
10. Talent (together with vision, culture and creativity) is ultimately what differentiates us from the shop next door. If you have new marketing blood pumping through your veins and have the kind of passion, intensity and originality that is waiting to explode upon impact, inquire within. There will never be a “no vacancy” sign hanging on our door. And we’ll never downsize, rightsize, leftsize or upsize based on the flavor of the month or the direction the wind is blowing. If you’re a square peg, we’ll cut you a square hole. If the role isn’t defined, we’ll create one for you. It’s that simple.
11. Respect the lifeforce. Here are a few ways we behave which might intrigue you:
    • All crayons will have skin in the game. Equity or options. Everyone will receive a bonus based on performance.
    • Likewise with the process of coming up with ideas. Our organization - like the world - is flat. If you are fueled by passion, your ideas are welcome.
    • We exist and operate both physically and virtually. We meet in Second Life and use the power of social media to communicate, connect and create. If you think about it, we are truly a global organization off the bat. Wherever we have people, we have presence and wherever we have presence, we have influence.
    • EVERY crayon blogger, podcaster, vlogger will be allowed to continue and maintain their independence or “second lives”. We respect their freedom of speech and expression and will protect and insulate them accordingly. If a crayon honestly blogs something critical about a client on their personal blog, so be it. We absolutely expect our clients to be accepting of this.
    • All crayons will not just be allowed to visit any blog or website, but will be encouraged to blog and podcast during “office hours”, as well as download or upload during “office hours” ” PS: Office hours pertain to the time it takes to get the job done. No clock watching. No time wasting. No messing around with our client’s time. No time sheets.
12. No client requests will be honored after 5pm. All client requests will be honored after 5pm. We’re not being flippant here. Our people have lives and we want them to have balance, perspective and boundaries. That said, we also want to build relationships which span way beyond the “office” - you will always have our home numbers and cell phone numbers and should you need us; need to talk to us; need to bounce an idea of us; we’ll always be there for you. It is imperative to respect partners - not just professionally, but personally as well. If you’re not comfortable coming over for a Sunday barbeque, then something’s wrong…
13. Following on from this, is the power and importance of direct and honest conversation and communication. e-mail sucks. It’s ambiguous, lacks personality and encourages political shenanigans. We discourage “cc” and we outlaw “bcc” We try and call it like we see it, and if that means ruffling a few tail feathers along the way, so be it. If we can foster a culture of integrity, truthfulness and conviction, we believe it will naturally spillover to consumers and reflect accordingly with the brand.

STAY HUNGRY - STAY FOOLISH
Sumardy