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I think the ad industry has lead the way in confusing the business world about what corporate culture really means. Just one look through a few agency websites and you can see that it is too often defined by things like chai tea carts, basketball courts, beer pong tournaments, summer hours and talent shows. Don’t get me wrong, I do a mean “Piano Man”, but when did the offering of soft perks become an excuse for a real culture?

It is time to reclaim the definition of ‘culture’ and what it means to what differentiates one company from another. After all, where is the brand distinction in buying a ping pong table? Culture is not just about feel good stuff. It is about having a good feel for what the company stands for and how blood flows through its people.

As an agency focused on building retail brands, our culture isn’t actually about anything soft. Because we help navigate clients through a very trying market at a retail pace, we believe our people have to be conditioned for retail war. Accordingly, our “culture” is injected with more intensity, courage and an industrial age work ethic rather than free massages. Many would suggest that I describe a cultureless environment. I would argue that it may be the strongest culture of all, just not the strongest culture for all. In a word, we are “relentless.”

Bottom line is that we are clearly not for everyone. Our most challenging job is not advertising. Rather, it is finding the people that share this rather relentless insanity. In other words, our goal is to find people whose personal culture fits that of our professional culture… and that is something you can never find on a resume. So, if you want to come see me at Zimmerman, don’t hold your breath waiting for a free lunch, because it’s not going to happen. And if you want an apology for that, it won’t be coming either. If, however, you are willing to work your fingers off and help us accomplish more than anyone would think possible, call my cell at (954) 232-9751 – even at lunch time.