Outkreate is a digital-first design and marketing agency. As we grow, it's become important to define our purpose and the values under which we operate. The goal of this living and breathing document is to infom potential hires of our purpose and culture. This way, folks are aware of what they are getting into. Also, this helps us "articulate" our powerful culture -- so, we know when someone is deviating from a value - and can work as feedback to correct our actions. Netflix's culture deck's candid language and style inspired our verbiage and formatting.

1. PURPOSE AND VALUES
www.outkreate.com
Living & Breathing Document
Last Updated 11 June, 2018

2. PURPOSE
Outkreate exists to create engaging and effective communication
experiences for brands and businesses...so, they can thrive and build
meaningful relationships with their audience.
● Communication experiences can be in the form of social media content, websites, mobile
apps, emails, print design ads etc. (any media via which a brand and its audience interacts)
● Engaging and effective - communication that “connects” with the audience and drives value
short and long-term; communication will be more effective if we tap the right media for the
right audience
● Thrive: achieve business results for the clients
● Meaningful relationships: Help our clients build genuine and long-term relationship with
their audience

3. “(aur) better!”
We never settle for
mediocre-quality
deliverables. We always give
the best to our clients.
We live by the mantra of
awesomeness in all spheres.
Be it, quality of output, employee
satisfaction or customer service
- we’ll be top-notch across the
board.
We reject stuff before our
clients. We will not settle for
mediocre stuff. What our clients
see is already vetted / the best
version possible from our team.
OUR VALUES - HOW WE DO IT
* aur is “more” in Hindi; the informal language with which we
communicate at work...essentially, we are saying “MORE BETTER!”

4. If you’re very “serious” about yourself or have a large
ego, Outkreate isn’t the right place for you. If you get
offended easily, you will not be a good fit.
OUR VALUES - HOW WE DO IT
We wear whatever is comfortable. A lot of us wear
shorts, flip-flops, tees. It’s cool. We make fun of one
another. We allow being “picked”....we
self-deprecate ourselves. In short, we don’t take
ourselves seriously. That keeps us all equal, and
allows us to have fun at work.
While we don’t take ourselves seriously, we actually
take our work very seriously.
Take your work seriously,
but don’t take yourself
seriously
* This line is from Clif Bar; how we interpret it may be
different.

5. Figure it Out!
Don’t bring “problems” -
figure them out.
That’s why, for silly things...or small steps…or when you’re
learning a new software or tool, Google the problem first
before asking someone.
We are a small team. We will become large one day. We
will only grow if each of us is independent. If each can
think on their own. That’s why, it’s important for each of
us to have the “figure it out” mindset.
Outkreate is a result of “figuring it out”. We didn’t know
design, paid advtg, selling to clients, anything. We decided
to figure out one step at a time, and we kept learning. Since
we “figured it out”, we ended up creating our own style,
systems and culture -- which is now our strength. Today, we
don’t mind taking on ambiguous projects as we’re confident
we can “figure it out”.
OUR VALUES - HOW WE DO IT

6. Teamwork
Teamwork makes our work
better, makes us better,
makes our lives smoother. It
is the only way to grow and
scale.
Designers and DMMs and future new roles - we
all work together. We respect each other’s time. If
you come late, and that’s why your peers have to
stay late - that’s not cool, that’s poor teamwork
If you are chilling while your teammates are
pulling the “weight”, offer yourself to help out.
Irrespective of your role, you could help others.
Designers can help DMM and vice-versa.
Share knowledge, and make others better. Teach
others how to do things when they need help.
Show “how to fish” versus “catching the fish”.
When we work together and incorporate diverse
inputs, our outputs are much better.
OUR VALUES - HOW WE DO IT

7. Passion
We can only Outkreate if
we’re passionate about our
work.
You don’t Outkreate for paycheck only, or
because we’re a fun office. You Outkreate
because you are passionate about your
work.
For example, you work as a graphic
designer because you love to design. You
deeply care about sound visuals and
aesthetics.
You are a DMM (digital mktg. mgr)
because you’re passionate about
connecting brands with audience. You
love social media.
If you don’t enjoy work, talk to us to
make your work more meaningful. Else,
you make room for others.
OUR VALUES - HOW WE DO IT

8. OUR VALUES - HOW WE DO IT
Open to Feedback
Take feedback and give
feedback - often and in a
constructive way.
Don’t take feedbacks “personally” --
it’s about work. Via good feedback
from peers and clients, we improve
our work, and satisfy our clients.
Take feedback constructively. Give
feedback constructively. Feedback
will happen in an open environment
where your peers and friends will
also listen. It’s ok. (we’ve a small
office, and instant/regular feedback
is need of the business)

9. Buck Stops With You
You’re a grown adult. You’re
accountable and
responsible. Learn to
prioritise. Manage your time
wisely.
A post needs to go out, a design needs to be finalised.
A report needs to be sent or a peer’s work needs to be
reviewed -- you OWE it to yourself to getting it done.
You don’t procrastinate. You DO it. And, if for whatever
reason, you can’t -- you inform / you raise your hand
and ask for help.
If you’re not able to deliver per commitment, you ask
for help. You inform everyone. We don’t assume that
you’re getting things done. You have to inform.
This sounds obvious but needs to be communicated.
You are accountable to complete tasks per priority and
aligned deadlines. (We do a Scrum Meeting every day
so everyone is clear about their deliverables and
priorities. )
OUR VALUES - HOW WE DO IT
Our clients love us for our professionalism. For our
timeliness. For our commitment to over-deliver and
under-promise. We can operate at this level only if
everyone takes responsibility for their work. OWN it.
The buck stops with you.

10. We don’t need fancy “managerial” job titles to be a
leader. We are leaders because each of us believe we
are adding value to a larger goal. Because, we’re
proactive, and we know to take initiatives on our own.
OUR VALUES - HOW WE DO IT
Help out a colleague. Spot a trend. Try new things. It’s
okay to fail. While we don’t plan to fail, we’re good with
trying new things not knowing how they will pan out.
When we fail, we acknowledge it and learn from our
failures.
Media is ever-changing. Digital is changing very fast.
Be pro-active and do things before our clients suggest
us. They think of us as cutting-edge and trying new
things all the time. Be ok with telling our clients, that
we’re testing new things. In the past, clients have
always supported us trying new things.
Be a Leader
Each of us is a CEO - you’re
doing something important.
Be pro-active, take initiative.
Have a “test and learn”
mindset...test fast and learn
(and even fail) fast.
* Inspired from Zynga; Test and Learn inspired from Hershey’s IDP vision

11. Communication should be honest / transparent. Be
okay when saying “I’ll be late tomorrow”....or “I am
running late”....or “I screwed up!”....if there is an issue,
raise it. Be a truth-teller.
OUR VALUES - HOW WE DO IT
We’re Gandhi’s Children
Honesty, transparency,
Integrity of Character more
important than skills
At Outkreate, each of you get a key to the office from
the get-go. Because, we trust you. So, you can come
and go at your will. (We can do biometrics or have an
access control system but we don’t want to track your
in and out times….at least till we’re a small team)....in
return, we expect you to reciprocate our trust...don’t do
anything to lose our trust.