Take #6: We Don't Do Passive

We don't do passive came from the observation, whether it is inside the agency or whether it's our clients or what we want the work to do. When we're finished doing our work, we don't want consumers sitting there and just taking in. We want them to do something. We want them to feel something. We want them to participate in whatever we've created. With our staff, we don't want any passive people here. We don't want people just to sit there and wait for whatever it is to come to them. We don't want passive clients either. We want them to collaborate with us. We want them to work on a brief, to push back, to critique our creative, to make everything better. When all those three things come together, the whole idea of putting passive to death, that's where the great work comes from.