Building a Manifesto (part 4 of 6)

August 30, 2010 | by Becka Bates

When Shachar and I started BatesMeron, we created a Manifesto.

This set of six defining characteristics has become our moral compass, helped to shape who we are as a brand—and kept us honest for over five years. We believe this is one of the most valuable steps we took when starting out, and we often reference our Manifesto when making hard decisions.

This is part 4 of 6 of our rules to live by: Perform your profession with passion.

This one comes naturally for both Shachar and myself. While we have very different upbringings, our parents managed to instill a good work ethic in both of us—thanks, Moms and Dads.

I remember that when I worked at Wendy’s in high school, I always made the best sandwich I could for a customer. I figured: I’m here. I’m getting paid. Might as well make it yummy. I really hate when people give me a crappy sandwich with the cheese mostly off the patty, smeared all over the inside of the wrapper, with six gallons of ketchup drowning the thing. OK, gross. I’m gonna make you a great sandwich. This is personal.

So are our clients’ brands. This is your baby, your life’s work. Whether you’re a business owner or a brand manager, this is a huge part of your life! What’s the point in not seeing it realize its full potential? Why trek to work every day, working away our lives, if not to build something we’re proud of?

We’ve never shown a design we weren’t proud of. Never.

(Sometimes, we’ve wished we hadn’t shown a design—maybe it was our least favorite, and it got chosen. But even our “least favorite” options are crafted thoroughly and passionately: starting with 50 sketches, then 15 concepts, then eight fully fleshed-out logos, which we narrow down to three or four to present to the client.)

Either way, we’re showing PASSION. We care deeply about the happiness of our clients, the success of their brand and the recognition they receive from putting their faith in us. As long as emotion is respectful and professional—it’s encouraged. As long as it’s the right time and the right place—go ahead. There is a time to be stoic. And there’s a time to gush with enthusiasm over that one great headline that the client “got”.

And when they don’t “get it”? Oh, we’re still passionate…in a different way.


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