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Our values

How we do life and work

There are six internal values which define how we live life and do work. We live and die by these. We determine which clients we work with (and don't). We praise each other - team and clients - when these are being lived out; and we'll surround and encourage each other when they're not.

#creativitypillar

#creativitypillar

Naturally core to all our marketing activities, we commit to keeping an eye out for the most creative, innovative, best ideas for your marketing – and this includes investing in the creative talents of our team. We encourage our entire team to do what makes them come alive – because that will flow into the work we do for you.

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#integritypillar

#integritypillar

Our integrity will never come into question with you, our team, or anyone who knows us. We will not ethically cut corners, we will be truthful, and we will not lie to you. Equally, these qualities are of the highest importance to the accountants, firms, and strategic partners with whom we work.

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#generositypillar

#generositypillar

Giving, and giving things away, is core to our marketing. We give a lot away for free because we want to give you time to see how we work and think. And we make a particular point of giving to charitable organisations we are involved in – both pro bono work on websites, design, content, or strategy – as well as cash gifts.

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#restpillar

#restpillar

Our team take great pride in our work, and we’ll work the late hours needed to get it done on deadline. But we will never deliver good results for you if we’re stressed, exhausted, or worn out: and so times of rest are encouraged and supported for our whole team. We encourage you to do this, too.

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What do our values actually mean?

1. Show transparency
1. Show transparency

We share the right things at the right time to build relationships.

We believe in vulnerability, and being humble enough to say we don’t know or we are confused or hurt or frustrated, if need be.

We give the truth, and we expect the truth in return, even if you’re not sure why you think or feel that way. Even if you think you might hurt our feelings. Even if you believe we may disagree. You’re entitled to your opinions and feelings, and transparency means we are all operating on the same page - not acting on the basis of stories we are making up in our heads.

We believe in sharing “The story I’m telling myself is”, so that we can together get to the truth. And have the best possible relationship because of it.

2. Have an opinion
2. Have an opinion

We know what we think, and are able to explain why.

We won’t simply agree to be agreeable. We are experts in content marketing and will have an opinion on whatever you ask us. (If we have no opinion or don’t know yet, we will honestly tell you that.)
We commit to not simply having an opinion, but having an informed opinion, with reasons based on experience.

We share our opinions and the reasons for them, and we eagerly look forward to a joint discussion about it. If your opinion is different, we work that out together, and use all the other PF values to arrive at a conclusion.

3. Stay positive
3. Stay positive

We look for the good, and believe there's always a blessing.

We believe there’s a blessing in every situation, even hard or difficult ones. We look for the good. We are full of gratitude for the good things in life, and encourage you to do that too.

Our positivity isn’t fake: we reserve the right to be sad or discouraged, but we deal with that in our closest circles (family and trusted people in our lives). We don’t allow that to seep into our actions and decisions and communications, and in connection with the Transparency value are honest about those kinds of feelings when the situation calls for it.

We commit to encouragement, and to providing a safe place in which team members and clients can see how things will get better.

4. Take responsibility
4. Take responsibility

We take ownership, and we strive to be better.

Things go wrong sometimes, and there are reasons for that. We’ll be aware of those, but we don’t allow them to be an excuse. We always consciously look for how we can take responsibility for our role in the situation, how we can do better and be better and serve our clients better.

We own up to mistakes and identify specific ways to correct them, and share those transparently. We look forward to any opportunities to help us improve. As part of taking responsibility, we recognise our need to help fix things so (as far as it depends on us) the problem doesn’t come up again.

5. Be gracious
5. Be gracious

We are here to help, and will be patient and generous.

We commit to patience with each other, to being generous and gracious. We go to the furthest extent we can when help is required. If someone is focusing on the small details, or not seeing the bigger picture, we commit to helping present another perspective (alongside the other PF values).

You won’t have to apologise for having an opinion, or being unsure; and neither do we. If one of us is getting too caught up in details, or taking too long to take action, we gently remind you of that.

Graciousness does not come at the cost of boundaries: we will be firm when needed, and make it clear what the boundaries are, so each person can decide how they want to respond.

6. Collaborate
6. Collaborate

We come to solutions together, as a team.

We commit to joining forces rather than going it alone. The most creative ideas come from all of us working together: and that includes our team and our clients. We commit to working together on both ideas and problems, to taking initiative to help each other.

We look for the most generous reason for things we don’t understand. We give our perspective (or opinion), and give space so the other person can share their perspective, too. We listen to each other. We give moments of silence. Where appropriate, we decide together. We commit to always seeking to build relationship.

When it comes to suggesting what is best for our clients’ businesses, we consider it a matter of integrity to recommend anything that makes business and life better. This applies whether it’s a paid for service or a free resource. We only recommend what we would do ourselves, if we were in the same position, knowing what we know about marketing.

We give an (informed) opinion on what is best and why, but our clients always have the final decision on what is committed to, and when.

Content from the team on values

Choosing personal pillars and values (and how this helps a team)
Choosing personal pillars and values (and how this helps a team)

Not long after I set up PF, I identified what I saw as the core foundational “pillars” of the company. Things I personally stood for and what I wanted the agency to stand for, too. Those are creativity, integrity, generosity, and rest. (For a while there was one called “service”, but I decided that was less of […]

How do I find a marketing manager that fits my accounting firm?
How do I find a marketing manager that fits my accounting firm?

You’ve made the decision to hire a marketing manager so you can focus on advising clients and managing staff. What is the practical next step to take to find a marketing manager? You know you have the time to spend up-front in training. You’re tracking your marketing budget and results and know you’re ready to […]

How do I stay connected to the team and get to know them better?
How do I stay connected to the team and get to know them better?

A coworker of mine (not naming any names but rhymes with “baron sleigh turn”) mentioned she once had a job where they exchanged secret Santa gifts.  She received a pink coffee mug filled with chocolates that said “I love chocolate” on the side. Sounds nice eh? My coworker hates pink and barely likes chocolate.   So […]

Thinking of being a PF client?

Thinking of being a PF client?

If these values are your values too, we’d love to hear from you. Start with this diagnostic
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Future PF team member?

Future PF team member?

We welcome video applications from creatives who live these values.
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