Potential clients occasionally ask us about our values. Potential employees ask us about our values all the time. And, eighteen months ago, we didn't have any. Merging three companies into a single agency called Signal certainly had its challenges, and that included existing agency values that no longer made sense. It was time to rip things up and start again. Interested in finding out more? Take a look at the full blog post, where we outline the whole process: https://cellosignal.com/insights/thrill-chase-how-we-defined-our-purpose-and-principles

1. THE THRILL OF THE CHASE.

2. (HOW SIGNAL DEFINED ITS PURPOSE AND PRINCIPLES)

3. (AND WHY THEY ARE NOT
STUCK ON THE WALLS.)

4. SIGNAL’S PURPOSE AND PRINCIPLES
REFLECT ITS APPROACH TO DOING BUSINESS.

5. WE PREFER TO CHASE OUR CULTURE
RATHER THAN CHASETHE CASH.

6. WE BELIEVE THAT IF WE DO
RIGHT BY OUR CULTURE, WE’LL
DO RIGHT BY OUR CLIENTS.

7. AND IF WE DO RIGHT
BY OUR CLIENTS,
THE MONEY WILL MOSTLY
TAKE CARE OF ITSELF.

8. BUT CULTURE IS A HARD THING TO CHASE.

9. CULTURE IS ACTIONS NOT INTENTIONS.

10. CULTURE IS SHARED BELIEFS AND
CUSTOMARY BEHAVIOURS.

11. • CULTURE
IS
• NOT
• BULLET
• POINTS
• ON
A
• POWERPOINT
• SLIDE.

12. SO, IF OUR PURPOSE AND PRINCIPLES ARE
ABOUT CHASING CULTURE, THEY HAVE TO
CREATE NEW BELIEFS AND NEW
BEHAVIOURS.

13. BELIEFS AND BEHAVIOURS
THAT LEAD TOGOOD WORK
IN A STIMULATING, FUN,
AND EMOTIONALLY SAFE
ENVIRONMENT.

14. PURPOSE &PRINCIPLES
MANAGEMENT
ACTIONS &
LEADING BY EXAMPLE
SHAREDBELIEFS
& CUSTOMARY
BEHAVIOURS
VIBRANT
CULTURE
GREAT
WORK
HAPPY
CLIENTS
MONEY
ç ç ç
ç ç ç

15. LET’S CUT TO THE CHASE.

16. THIS IS OUR PURPOSE.

18. WE LIKE OUR PURPOSE FOR
FOUR REASONS.

19. 1
OUR PURPOSE IS AN EXPLICIT EXPRESSION
OF CHASING CULTURERATHER THAN CASH.

20. 2
OUR PURPOSE IS AMBITIOUS.

21. IT IS AMBITIOUS TOTHE POINT OF ALWAYS FEELING JUST OUT OF
REACH.

22. 3
OUR PURPOSE APPLIES TO EVERYONE.

23. IT DOESN’T MATTER WHAT YOU DO.
IT DOESN’T MATTER WHAT DEPARTMENT YOU ARE IN.
EVERYONE CAN DOTHEIR BEST WORK HERE.

24. 4
OUR PURPOSE IS A CATALYST FOR ACTION.

25. PEOPLE WON’T DOTHEIR
BEST WORK UNLESS HELPED
TO DOSO.

26. AND TOHELP THEM THE AGENCY NEEDS TO UNDERSTAND THEM.

27. THE BEST WORK OF EACH CAREER IS AS UNIQUEAS A

28. AND WHAT IT TAKES TODO BEST WORK WILL
BE DIFFERENT FOR EVERYONE.

29. SO OUR PURPOSE IS AN OBLIGATION TOHAVE IMPORTANT
CONVERSATIONS WITH EVERYONE WHO WORKS HERE.

30. WHAT DOES A SUCCESSFUL “CAREER” LOOK LIKETO YOU?
IS IT EVEN A CONCEPT THAT MATTERS TO YOU?
“CAREER”
“CAREER”
“CAREER”“Career”
“Career”
“Career”
“CAREER”
“CAREER”

31. AND WHAT WOULD YOUR “BEST WORK” LOOK LIKE?
HOW WOULD IT FEEL TOBE DOING IT?

32. AND HOW CAN WE HELP YOU DO IT?

33. THESE CONVERSATIONS
ARE PERVASIVE.
THEY FEED INTO PRETTY MUCH
EVERYTHING THE AGENCY DOES.

34. HOW WE MAKE NEW BUSINESS DECISIONS.

35. HOW WE DO PROJECT TRIAGE.

36. HOW WE FORM TEAMS.

37. OUR WAYS OF WORKING.

38. HOW WE TRAIN, COACH, LEARN AND DEVELOP.
HOW WE TRAIN, COACH, LEARN AND DEVELOP.
HOW WE TRAIN, COACH, LEARN AND DEVELOP.
HOW WE TRAIN, COACH, LEARN AND DEVELOP.
HOW WE TRAIN, COACH, LEARN AND DEVELOP.
HOW WE TRAIN, COACH, LEARN AND DEVELOP.

39. SO OUR PURPOSE ACTS AS THENORTH STAR
FOR OUR BUSINESS.

41. OUR PRINCIPLES PROVIDE
A FRAMEWORK FOR MAKING
IMPORTANT DECISIONS FROM
A CONSISTENT PERSPECTIVE.

42. THEY ARE
ORGANISING
PRINCIPLES
THAT LEAD
TO
CONSPICUOUS
ACTIONS.

43. THEY ARE SIGNALS.

45. THIS IS OUR SUSTAINABILITYPRINCIPLE.

46. WE TAKE A LONG TERM VIEW ON
PEOPLE, CLIENT RELATIONSHIPS, AND
THE ENVIRONMENT.

47. IF SHORT TERM AND LONG TERM
CONSIDERATIONS COME INTO CONFLICT,
LONG TERM WINS.

49. THIS IS ANUNASHAMEDLY
CULTURE-CHASING PRINCIPLE.

50. IT’S ABOUT MANAGERS AS COACHES.

51. IT’S ABOUT KNOWLEDGE SHARING
AS A WAY OF LIFE.

52. IT’S ABOUT INDIVIDUALPOTENTIAL
AND ORGANISATIONALWISDOM.

54. THIS IS THE MOST ORGANISATIONAL
OF OUR ORGANISINGPRINCIPLES.

55. IT’S THE MAINREASON WE
MERGED FOUR SISTERAGENCIES
INTO ONE CALLED SIGNAL.

56. PREVIOUSLY WE HAD SMART PEOPLE
TRAPPED IN A DUMB STRUCTURE.

57. NOW WORK IS PROPERLY TRIAGED
AND TEAMS FORM FLUIDLY AROUND PROBLEMS
TO PROVIDE INGENIOUS AND ELEGANT SOLUTIONS.

58. (SPECIALISTS WITHOUT SILOS.)

60. PEOPLE DO THEIR BEST WORK
WHEN THEIR LIVES WORK.

61. SO OUR DEFAULT SETTING IS TO
FIT WORK AROUND PEOPLE’S LIVES.

62. (WORK AND LET LIVE.)

63. THESE ARE THESIGNALS THAT SHOW WE ARE TAKING
OUR PURPOSE SERIOUSLY.

64. AND THERE WILL BE NO HIDING IF WE AREN’T.

65. A CULTURE IS DEFINED
BY ACTIONS, HABITS
AND CUSTOMARY BEHAVIOURS.

66. NOT BY
WORDS ON
THE WALL.

67. OUR OBJECTIVEIS
TO FEEL COMFORTABLE
WITH OUR WORDS ON
THE WALL.

68. THAT WILL BE WHEN OUR
ACTIONSARE THE SAME AS OUR

69. WHEN THE WORDS
ON THE WALL REMIND
PEOPLE OF THINGS
THEY TAKE FOR
GRANTED.

70. RATHER THAN TAUNTING THEM WITH THINGS THAT
WERE PROMISED BUT NOT DELIVERED.

71. THAT WILL
TAKE A LITTLE
WHILE AND
A LOT OF WORK.

72. UNTIL THEN,
WE’LL ENJOY THE THRILL OF THE CHASE.