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10 Lessons From Our Leap: Why Going Cause-Based Made Work Worthwhile

Late one night six years ago, I sat in our office with my team working on a creative campaign for our first cause-based client: Neighborhood Centers. We were a small, but mighty group doing work we really believed in and were burning the midnight oil to get it done. It was exhilarating. This, we knew, was the work that really made a difference. As soon as the words, “I wish we could ALWAYS do this work,” left my lips, I knew I was on to something

 

And that’s when it began—the pursuit of doing work that mattered. That night, six years ago, we began pushing ourselves to do more. Began pushing others to do more. Pulling others to do more. Pushing the boundaries of what this, our work, could look like.

As a company, we dedicated ourselves to a mission. “To shock. To awe. To be the agency that changes minds and accelerates impact.” We vowed to serve cause-driven clients—nonprofits, social enterprises, civic organizations and for-profit companies dedicated to giving back through a social mission central to their brand story.

In February of 2014, we started the transition to cause-based work by jumping right in and explaining the change we were about to make to our clients. We gave them a choice: Come with us and establish a corporate social responsibility program or part ways. When all was said and done we lost one client, but we gained the confidence to move forward wholeheartedly. We made it official in June.

Through it all, people asked us:

  • Will you turn people away?
  • Will you have enough business?
  • How will you make money?

And these were all really smart people asking those questions. To answer, there’s a really logical response.

There are 75.3 million people in America ranging in age from 18-35. The Millennial generation is the largest American generation. They are doers and makers—idealistic, optimistic, and passionate about changing the world. And you can bet they’re going to demand tons of your brand. They’re rising up, and they’re expecting a lot. Our brands have to match their expectations of having a greater purpose in this world. From where we stand, that lofty goal starts in our own communities. Igniting change begins with the commitment to do so and we’ve made that commitment.

Here are 10 lessons on getting there, based on the wisdom we learned along the way.

Giant, unrealistic goals are the ONLY goals.

One could argue that this first, and most important lesson, boils down to the classic and highly applicable statement: Go big or go home.

It’s not really magic. It’s sweat.

It appears to be magic from far away. If we’re doing our job right, it looks easy and effortless – not to be confused with the notion that it is easy or effortless.

Giving a shit cancels out the hard shit.

It gives you a reason to get up early and stay up late.

Values should not be something you “come up with.”

Take time with your team to reflect on what you actually care about. If you’re putting empty values out into the world, it shows.

Always “work-life integration” over “work-life balance.”

You shouldn’t have to separate the two. We joke around the office that dreaming about your work projects indicates that you’re fully immersed, and possibly that you’re a bit of a loony workaholic. But if you love what you’re doing, does that really matter?

Clients come and clients go, but what you care about is what you care about.

You can’t let the whims of others drive your business or your life. Be true to what you know is important, urgent and essential, then let the other voices just be noise.

Defining who you are helping people know who you are.

We were asked, “Aren’t you nervous to get this specific?” in regard to our decision to only take on cause-driven clients. Truth is, I’ve never made a better decision.

Getting specific allows you to say no with grace.

Chances are, the people you’re saying “No” to wouldn’t be interested in your cause-based focus anyway.

Passion gets noticed. Passion spreads.

In my opinion, the word “viral” should be outlawed. People approach us and tell us they want us to “make their content go viral.” Bleh. The only thing that will gain traction and truly ‘go viral’ for lack of a better phrase, is passion.

Doing good work makes you feel good at the end of the day.

Keep in mind the little moments that may have something big to offer. Those insights are invaluable, and the inspiration will keep you moving.

You will work over 90,000 hours in your life. Ninety. Thousand. They better be good ones. Show of (virtual) hands, do you love what you do? That’s why this conversation needs to happen—people have a need to be plugged into what they’re passionate about and amplify that spark to do good in the world.

@ShearCreativity: