‘When you make a company, you make a utopia. It’s where you design your perfect world’ – Derek Sivers
Welcome to our perfect world.
About three years ago I founded Trendy Rhino after experiencing something that I will forever hold in my mind.
I was standing in the elevator, stunned at what I had just heard. I couldn’t believe that someone had said it, especially given it was someone who managed the marketing of a billion dollar company.
I had just stepped out of a meeting that made me question not only the morality within the marketing industry, but the entire business world.
You see, I’d just been pitching a new marketing campaign and it seemed to be all going well.
We all knew the campaign would deliver a great result, and that it would be a campaign that the companies ideal customers would love.
But there was just one problem. The campaign wasn’t going ahead.
Now this might seem a bit absurd given that we knew it would deliver a great result, but the truth is, this is something that I’ve seen time and time and time again.
The marketing manager hit me with a couple of lines that have stuck with me forever.
‘We’re just sticking with ‘Facebook carousel ads’. They might not deliver a great result but they take like no time, and plus we can just keep recycling the same content – it’s easy’
Well that wasn’t what I was expecting to hear. So they don’t really even care about their results?
‘And our legal teams hate us launching campaigns in new marketing channels. It takes so long that we’d rather just do the same things over and over again’
Ok great. So they don’t even want to test any new channels that might deliver a better result?
‘And we’re good friends with the guys at our ‘Facebook ads supplier’, so we like working with them’
This is where it hit me that it was getting a bit insane.
They don’t care about their results, they’ll do anything to save time, and they’ll always just choose to work with their friends? I was shocked.
No wonder we all complain about being bombarded with ineffective and irrelevant advertising.
If marketing companies don’t even care about the results of the campaign, what chance is there that they’ll deliver ads that are relevant, and that inform us of products and services that will genuinely improve our lives?
Not one chance.
It was at this moment, as I stood in the elevator, that I knew I wanted to create a different type of marketing agency.
An agency that demands the highest and best results from every marketing campaign, and that only works alongside companies that shares products and services that will improve their customers lives. An agency that serves its clients to the highest degree.
This is our utopia.
At Trendy Rhino, we believe in the importance of having a set of company principles to guide our everyday actions and decisions. It is our principles that guide our decisions, and therefore, our destiny.
1. ‘The purpose of a company is to create a client’ – Peter Drucker
Happy and fulfilled clients are integral to our success. We view our relationships with our clients as a long-term marriage, rather than as a ‘business transaction’, striving to become a trusted and significant part of their lives. We must do whatever it takes to ethically satisfy our customers – going above and beyond to achieve their objectives.
2. Personal development and self-growth are a necessity
Are we better than we were last month personally, and as a business? Trendy Rhino is a learning machine – designed to accelerate the growth of everyone who interacts with the business. Continuous development and innovation is integral. If you’re not growing, you’re dying.
3. Focus on being productive, instead of busy
Society cannot comprehend how efficient, efficient people truly are. We know that what society believes will take months, can be accomplished under a week. What is the one big task that if accomplished each day takes care of everything else? As we operate in a marketing industry plagued by bureaucracy and inefficiency, productivity is our ultimate competitive advantage.
4. Radical internal transparency and an idea meritocracy
We believe in putting our honest thoughts on the table, having thoughtful disagreements where people are willing to shift their opinions as they learn, and where we’re constantly searching for the ‘truth’, not to be ‘right’ or ‘wrong’. Internally there is no issue of pride or self-esteem. We must always step back and objectively and critically evaluate every decision and action. Everyone’s opinions are not equally weighted, and instead, we need to accept each others strengths and weaknesses – and balance this in our decision-making.
5. It’s not the strongest of the species that survive, nor the most intelligent, but the ones most responsive to change – Charles Darwin
We now live in a world where no one can avoid change. If you don’t like change, you’ll like irrelevance even less. If we’re not constantly trying to make ourselves obsolete, rest assured, our competitors will be.
‘We won’t experience 100 years of progress in the 21st century, it’ll be more like 20,000 years of progress (at today’s rate)’ – Ray Kurzweil