//NOTES
The four-letter word you should always use with clients.
19.AUGUST.21
Alison RentoulHead of Strategy
Every company has (or should have!) their values, mission statement and vision defined and ready to impart to eager new employees. On my first day at The Incubator, I sat down with Jeremy, our CEO, to nut out our plans and objectives for the road ahead and receive a download from him about The Incubator ‘way’. Pen in hand and ready to absorb the pearls of wisdom about to be imparted, as Jeremy began to speak, I dutifully took down his words.
F-U-C-K-I-N-G C-A-R-E, I wrote. And then stopped, pen poised, waiting for more. But no further words were forthcoming. I looked up. Jeremy looked at me. “That’s it,” he said. “Nothing else matters.”
As someone who deeply believes you should only ever do something with care, or not do it at all, in that moment I knew I’d truly found my people.
In the year since this, I have come to learn not only is Jeremy a man of his word, but he is also absolutely a man of these particular two words, in every sense. This ‘mantra’, for want of a better term, infiltrates every aspect of our daily work at The Incubator. Not in a trite, put it up on the wall and pretend to worship kind of way, but in a very real, we actually do it kind of way.
Those two words float through my mind every time I’m about to send a client email, no matter how small or seemingly insignificant. Is this email as succinct, helpful, friendly and informative as it can possibly be? Could I make it easier to read, shorter or simpler? Have I attached the document or link referred to, to save them looking it up? Have I kept the job number in the subject to make the string easier to refer back to? Is the work or attachment I’m sending the best it can be? Has it been proofed, checked and double checked to save wasting their time?
When I’m working on creative, I ask myself: have we considered every angle? Even if I think we have, I take a few minutes to think it through one more time, just to make sure. Is this work going to serve the client, their customers, our community and even the world in the best possible way? Or could we push it that bit further? Dig that bit deeper, and go that extra mile to unearth something truly great?
In building connections with suppliers, I hold those two words at the heart of our relationship. Give them what they need so they can produce their best possible work for us, and so we all get to shine. Respect, respect and respect some more. And choose partners who work the same way, who demonstrate that they, in turn, really really care.
Recently we brought three new juniors into our team; and guess what was the number one hiring criteria? Yes, we considered their experience, work and talent. But more than anything, we considered their capacity to care. Of the hundreds who applied, the three we selected were not quite as experienced as others on the list: but they all demonstrated they had the right character to live and breathe The Incubator way. As one of my mentors once told me: hire character, train skill. You can always teach people how to do new things, but you can’t teach anyone how to have the right attitude—if it’s not already part of their nature.
In a world where cutting corners, rushing, bodging and ‘that’ll do’ has become far too common, it’s both reassuring and heartwarming to work with a group of people who still value doing things properly. It’s a point of difference we pride ourselves on, and one so deeply built into our DNA it’s become second nature. I love this about us, and I know our clients do too.
So as you go about your work today, see how often those two words pop into your head, and notice when and where taking those few extra moments to reflect on this fundamentally improves the quality of your work and interactions. It’s surprising how much richer your work and life becomes, when you really Fu@king Care about everything you do.
Extra, extra!
Read all about it!Check out our latest INC news and views.
June 28, 2019
INCYMI: June
Welcome to our first In Case You Missed It. Some of the more interesting things that landed on our desks over the last month.
October 21, 2022
INCYMI: OCTOBER
“It’s time. It’s time. Time for the big giveaway. Halloween has come. All you lucky kids with Silver Shamrock masks, gather ’round your TV set, put on your…
October 26, 2023
Press Release: The Incubator wins PropertyMate account in competitive pitch
Property Mate has appointed The Incubator as its creative services agency following a competitive pitch.
March 4, 2024
INCYMI: February
While the halftime ads might steal the spotlight, who says you need a billion-dollar budget to make a splash?
April 29, 2024
INCYMI: April
This month, we're covering the stumbles and shakeups that you might've missed in the world of branding.
July 5, 2024
INCYMI: June
As the weather outside is frightful, we're hibernating on the couch and binge-watching our favourite shows. With classic brands shaking up their image and…
March 15, 2021
INCYMI: March
As the Weirdest Year Ever™ is in our rearview mirrors, we're looking down the road by looking back at some of the weird and interesting things that have…
October 23, 2023
Press Release: Say G’Day to Tradie Beer in Latest Spots via The Incubator
Tradie is stepping into the next great Australian territory - beer!
September 3, 2021
INCYMI: September
Be kind and rewind, because there’s some history to catch up on from these past couple of months. We didn’t start the fire, we’re just here to witness it and…
December 15, 2023
INCYMI: December
While our friends in the Northern Hemisphere are cosying up by the fireside, we’re swatting away mosquitoes and trying not to get sunburnt. Tis the season to…
August 13, 2020
Press Release: Tradie Body Wash
Tradie has joined forces with the Inspired Unemployed for the launch of their new Body Spray product range.
October 14, 2021
Press Release: Flora & Fauna
Everyday eco, surprisingly better! Flora & Fauna launches first brand campaign via The Incubator
September 5, 2024
INCYMI: August
Dust off your neon windbreakers and crank up the boombox, because this month, we're taking a gnarly trip down memory lane. Here’s all the totally tubular…
July 8, 2020
Press Release: Tradie Body Spray
Tradie has joined forces with the Inspired Unemployed for the launch of their new Body Spray product range.
March 7, 2023
Press Release: Tradie Bamboo – So much Nature
Tradie pits undies against the elements with their new breathable bamboo no-chafe collection.
December 1, 2021
INCYMI: DECEMBER
It’s the most wonderful time of the year; where every ad you watch carries the risk of awkwardly bursting into tears at your desk, as businesses the world over…
March 10, 2022
Press Release: Tradie Bamboo No Chafe
Tradie pits undies against the elements with their new breathable bamboo no-chafe collection.
May 9, 2023
Press Release: Tradie Storm Boys Scrub Up Alright
Melbourne Storm boys scrub up alright in Tradie’s…
March 23, 2021
Press Release: Tradie Bamboo Socks
Tradie gets footloose with new bamboo socks spot via The Incubator.
February 12, 2023
INCYMI: FEBRUARY
Is your name Google? Cause you're everything we're searching for Love is in the air... and print, and digital marketing this month.
May 29, 2023
Press Release: Brick Lane Brewing crushes it at global ‘Crushies’
Brick Lane Brewing crushes it at global…
March 4, 2024
Press Release: Tradie trades Cooee for Gingaaaah in Latest Spots
Tradie have now released their new Ginger variety with a play on the classic Aussie bush call “Coooeeeee”