Expanded definitions and behavioural examples

Leave Your Ego at the Door

We embrace growth through feedback, recognising that our rapidly evolving industry demands continuous learning and adaptation. Rather than defending our work or decisions when challenged, we listen carefully, analyse feedback objectively, and focus on improving outcomes for our clients, our colleagues, and ourselves.

Behavioural Examples

Marketing:

• When a client questions our Baidu campaign strategy, we first analyse their concerns against performance data before defending our approach, potentially discovering new optimisation opportunities we'd not thought of
• If a content campaign doesn't meet initial expectations, we proactively research alternative approaches rather than blaming external factors like Google algorithm changes or AI search
• During campaign reviews, we acknowledge areas for improvement openly and present data-driven solutions rather than making excuses about market conditions

Web Development:

• When a client requests changes to an integration we spent weeks building, we focus on understanding their needs and our comprehension of the original scope rather than explaining how much effort went into the original setup. It may be that we were correct and can calmly push back after the fact due to scope creep, it may be that we missed things that were clearly explained in meetings and documentation, it could be a combination of both. The important thing was we didn't react emotionally and came up with an effective solution after careful reflection
• We welcome user testing feedback that challenges our technical assumptions, using it to improve the final product even if it means rebuilding components
• If integration issues arise, we investigate thoroughly and share learnings with the team rather than attributing problems solely to third-party platforms

Web Design:

• If a client says our homepage design is "too complex," we first ask specific questions about their user journey concerns rather than immediately jumping in to defend our creative vision. Once we have both the client perspective clearly verbalised as well as our own perspective and creative vision, we advocate for the solution that will do the best job based on the business objectives of the homepage
• We iterate on designs based on conversion data, even if it means simplifying elements we're particularly proud of like fancy SVGs that may not have added conversion value to the page
• When receiving design feedback, we probe deeper to understand underlying business objectives rather than only focusing on subjective aesthetic preferences

Customer Success:

• When onboarding feedback suggests our training approach isn't working, we adapt our methods to fit the audience rather than assuming the client "just needs more time to understand" or "isn't smart enough"
• We view client escalations as opportunities to improve our processes, training, or approach, not as personal attacks on our competence
• If project timelines look like they will slip, we examine our planning and communication processes rather than blaming client delays. We let clients know early of the consequences of their delays and readjust our overall workload proactively and frequently through the week

At Work:

• During performance reviews, we actively listen to feedback about areas for improvement without becoming defensive and immediately thinking of counterpoints to the feedback whilst the line manager is talking. We then ask clarifying questions to understand the feedback and what the line manager thinks you can do to develop our skills after the feedback has been given. We can then co-author appropriate improvement plans
• When a colleague points out an error in our work, we thank them and focus on preventing similar mistakes rather than explaining why the error occurred or claiming it was someone else's fault or why you didn't have enough time
• Instead of gossiping about "difficult" clients or colleagues to make ourselves feel good and inflate our ego, we take ownership of the situation and discuss challenges constructively with our colleagues or management to find solutions and improve working relationships

Get It Done, Do It Right

We deliver excellence with urgency, understanding that our billable hours model and client satisfaction depend on efficient, accurate work. This means planning ahead, communicating early when challenges arise, and never compromising on quality for the sake of speed. Our reputation for being both responsive and thorough differentiates us from competitors and drives our high NPS scores.

Behavioural Examples

Marketing:

• Complete HubSpot campaign setup 48 hours before launch to allow time for client review and refinements, ensuring smooth go-live experiences
• Deliver monthly marketing reports on or before the deadline of each month with actionable insights and recommendations, not just data dumps that clients don't understand how to interpret
• Prepare campaign assets and copy well in advance of deadlines, building in buffer time for revisions, approvals, and client delays

Web Development:

• Build new HubSpot integrations with comprehensive testing protocols, completing development days before client demos to ensure time for internal testing and smooth presentations
• Implement AI or standard workflow automations with fallback mechanisms and thorough documentation before going live
• Internal page speed and performance reviews are completed days before client submission, with detailed feedback and suggested improvements given from marketing to development in enough time before it gets to the clients

Web Design:

• Present initial design concepts several days before the brief approval due date, incorporating brand guidelines, design justifications, and conversion optimisation principles from the start
• Create responsive designs that work perfectly across devices (even iPads), testing thoroughly before client presentations
• Deliver design assets in multiple formats simultaneously, anticipating various implementation needs

Customer Success:

• Complete HubSpot onboarding documentation and training materials for review in advance of the first session, not during, ensuring maximum value from client time and opportunity to adjust for the audience
• Respond to support requests well within SLA hours during business hours with at least an acknowledgement, if not a solution or a clear timeline for resolution
• Project milestones are ideally achieved 48 hours ahead of client deadlines, allowing time for review and adjustments whilst maintaining SLA commitments

At Work:

• Arrive at meetings prepared with agenda items, relevant documents, clear objectives and reason why each person should be in the meeting rather than figuring out the purpose during the meeting. If in preparation for the meeting you realise a meeting isn't needed cancel the meeting
• Complete reviews and personal development plans by the next review with thoughtful reflection and specific goals, not rushed submissions
• When workload becomes challenging, communicate early with management about capacity and priorities rather than missing deadlines or delivering poor quality work. Asking for a review an hour before a client meeting is asking for trouble and doesn't give us enough time to make any necessary changes

Lead With Curiosity

We innovate through inquiry, recognising that what worked yesterday may not work tomorrow in our rapidly evolving industry. This means actively researching new tools, techniques, and market trends, questioning our existing approaches, and sharing discoveries with the team. We approach difficult situations and challenging clients with genuine curiosity about their perspectives and underlying needs, often uncovering solutions that wouldn't be apparent from a defensive mindset.

Behavioural Examples

Marketing:

• Research emerging B2B platforms in China quarterly and test new approaches with willing clients before competitors discover them
• When campaign performance drops, investigate new algorithm changes or market shifts rather than simply increasing budget
• Regularly attend industry webinars and conferences, sharing key insights and actionable takeaways with the team and with clients

Web Development:

• Experiment with new HubSpot features in beta programmes and share findings with the team for potential client applications
• Study how AI tools can improve development workflows and integrate successful experiments into client projects
• Investigate performance bottlenecks systematically, often discovering optimisation opportunities that benefit multiple clients

Web Design:

• Analyse conversion data patterns across client websites with tools like HubSpot and Hotjar to identify design elements that consistently improve performance
• Regularly research international design trends and test how they might work for our client and industry profiles
• Study user behaviour analytics to understand why certain design decisions work better than others, sharing insights across projects

Customer Success:

• When a client seems frustrated, investigate their industry or personal challenges and KPIs to understand root causes beyond our service delivery
• Regularly survey clients about emerging needs and pain points to identify new service opportunities
• Try to get to know the relationship between our coaches, champions, blockers, influencers, and decision makers on each client project. Are there people we aren't speaking to that we should be? Have we done enough to convince IT that HubSpot is safe? Lean in and leave no stone unturned

At Work:

• When a colleague seems stressed or overwhelmed, ask thoughtful questions about their workload and challenges rather than assuming or gossiping about their performance
• Actively seek to understand different perspectives during team disagreements, asking "help me understand your thinking" rather than jumping to defend our initial position whilst they are still talking
• Share discoveries from courses, conferences, or experiments with the team and clients, contributing to collective learning rather than hoarding knowledge

Keep Calm, Carry On

We navigate complexity with composure, understanding that agency life involves unpredictable client schedules, last-minute changes, and competing priorities. Rather than becoming stressed or reactive, we approach these challenges systematically, communicating clearly with all stakeholders and focusing on practical solutions. This calm professionalism reinforces client confidence in our ability to handle their most important projects.

Behavioural Examples

Marketing:

• When a client requests a major campaign launch with 48 hours notice, calmly assess what's possible and propose a phased approach that meets some of their core objectives whilst moving others to a more reasonable schedule
• If a Baidu campaign gets stopped unexpectedly because of poor conversions, calmly explain why that's the case (because they didn't use WeChat or phone call communication methods and their international site) and sell the vision of how it can be quickly rectified and turned around
• Handle budget cuts or scope reductions by methodically reprioritising activities to maximise impact within new constraints

Web Development:

• When HubSpot releases an update that breaks client integrations, systematically troubleshoot and communicate progress regularly
• Handle scope creep requests by calmly explaining implications and offering structured solutions, new budgets and timelines rather than expressing frustration
• If technical blockers emerge during critical project phases, quickly identify workarounds whilst implementing permanent solutions in parallel

Web Design:

• When a client rejects designs at the 11th hour, calmly gather specific feedback and present some reasonable revisions and recommendations
• If iPad compatibility issues emerge during launch week, work methodically through solutions whilst keeping all stakeholders informed
• Handle conflicting feedback from multiple client stakeholders by facilitating structured decision-making processes through single stakeholders where possible

Customer Success:

• When onboarding timelines get compressed due to client urgency, reassess training priorities and deliver condensed sessions focused on immediate needs and maximum business impact (for example, focusing on email campaigns and analysis as that's the clients existing primary form of conversions)
• Handle angry client calls by listening fully, acknowledging concerns, and presenting step-by-step resolution plans after taking time from the conflict to remove emotional thinking from the equation
• Manage multiple project deadlines simultaneously by transparently communicating capacity and negotiating realistic timelines that maintain SLA commitments

At Work:

• During high-pressure periods or organisational changes, maintain focus on solutions and support colleagues rather than contributing to stress or negativity
• When receiving constructive criticism or difficult feedback in reviews, listen calmly and ask clarifying questions rather than becoming emotional or defensive
• Handle interpersonal conflicts with colleagues by addressing issues directly and professionally, seeking resolution rather than avoiding confrontation or complaining to others

Beyond Expectations

We consistently deliver outcomes that exceed what clients thought possible, building our reputation as the premium choice in our market through measurable impact and memorable experiences. This means understanding not just what clients ask for, but what they ultimately need to succeed. We look for opportunities to add value within scope, solve problems proactively, and create moments that make our champions look good to their stakeholders.

Behavioural Examples

Marketing:

• Proactively create additional campaign variations when budget allows, achieving 25% better results than initially projected
• Develop custom HubSpot reporting dashboards that provide insights clients didn't know they needed but will drive behavioural change and impact ROI
• Identify and implement quick wins during campaign setup that generate immediate ROI, making clients look good to their stakeholders

Web Development:

• Build a quick HubSpot automation that solves a workflow problem clients mentioned in passing but didn't formally request
• Optimise page load speeds beyond industry standards, achieving performance that noticeably improves user experience and SERP rankings
• Create development documentation that enables client teams to make future updates independently, adding long-term value

Web Design:

• Design an additional page template variation that aligns with the client's content strategy, even if only one was requested
• Create mobile experiences that exceed responsive requirements, adding interactions that delight users
• Develop brand guidelines or design systems that help clients maintain consistency across future marketing materials

Customer Success:

• Complete onboarding ahead of schedule and include advanced features training that sets clients up for long-term success
• Deliver project outcomes 48 hours early whilst exceeding quality standards, giving clients buffer time for internal approvals
• Proactively identify and resolve potential issues before they impact project timelines, maintaining seamless delivery experiences

At Work:

• Volunteer for additional responsibilities or projects when colleagues are overwhelmed, contributing to team success beyond individual job requirements
• Prepare thorough documentation and knowledge transfer when leaving for holiday or changing roles, ensuring seamless continuity for colleagues and clients
• Take ownership of problems even when they're not directly your responsibility, working collaboratively to find solutions rather than pointing out whose fault it is