The hopelessly confusing. The mumbo and the jumbo. The mountain of technical data. The long-winded, over-the-top marketing document that has no focus. Bring them on.
We love to climb tall mountains of information to gain better insight into what a product or service is all about. Clarity is like making a great sauce: you take quality ingredients, find the right balance, and reduce it down to concentrate it to a single pure essence. Clarity finds its beauty in taking away all that is extraneous and leaving only what is needed. A single word or image is sometimes all that is required to explain the most profound things. Think Barack Obama and the word hope.
We move minds for a living. Once clarity is achieved, how do you tell the world? Experiences. Gone are the days of yelling your messages to the masses. Instead, we take people on a journey of discovery. For us, marketing is about communicating one-to-one. We put ourselves in the audiences’ seats. We wonder constantly how they would like to receive the information. Sometimes it is a simple as a web page. Sometimes it is theatrical. Sometimes it is funny. And sometimes it is technical. We love to put the audience in control so that they can experience the message in a personal way. Mass marketing is missed marketing.
We are team players. We don’t hide in back rooms, coming up with profound insights. We do not own the corner on creativity. Creativity is the by-product of digging in, rolling up sleeves, and collaborating as a team. We are not the type of company that will take quick brief, air kiss you, and come back in a week with flash of brilliance. Nope, not us. We are collaborators, our clients are our co-conspirators, and we discover the right message together. Over the years, we have developed a tool chest full of ways to extract great ideas from the most unlikely people. Next time you need a fresh insight, invite the actuary down the hall.
Innovation is at the centre of our company. Every day we look for ways of doing things better. It could be a small operational thing that could streamline a workflow. It could be a big idea like harnessing RFID technology to create a better customer experience. Every day we ask ourselves, is there a better way? The answer is always yes! Innovation is creativity with a purpose. It propels us forward, fuels our curiosity, and makes us valuable to our clients.
Who are end users anyway? Never met one on a bus, on a plane or in a shopping mall. We design for people. People make up the audience. People make the decisions. People buy the products. At SJG, we are not users – we’re people and we are on a quest to understand people and the ways they relate to products and services.
We have an insatiable appetite for learning. Learning new things makes us strong. It lets us bring new ideas to our clients. It gives us new tools to work with. We look ahead to learn new technologies and techniques. We look back at what has been done. We look across the world and across disciplines to find ways of thinking. We learn for our clients. We learn from our competition. We learn for our failures. We learn from our successes. Learning is in our code.