2Bobs—with David C. Baker and Blair Enns
Attending the Way
Feb 14, 2024
Blair shares his experiences visiting a highly principled creative firm in New Zealand. The hosts discuss their definition of success and admire a firm that prioritizes doing good work. They explore the concept of 'attending the way' and the importance of listening to clients and evaluating principles.
21:51
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Quick takeaways
- Alt Group's success is rooted in their unwavering principles and commitment to doing outstanding work.
- Finding a balance between artistic integrity and business acumen is crucial for success in the creative industry.
Deep dives
The Unique Approach of Alt Group
Alt Group is a design firm in New Zealand that stands out for its distinct approach to business and marketing. Unlike most firms, Alt Group doesn't actively seek out clients or engage in traditional marketing efforts. Their website, altgroup.net, has remained the same for years and simply states 'This page intentionally left blank'. The firm's philosophy is centered around the idea that the most powerful marketing tool is a rumor. By maintaining an aura of mystery and exclusivity, Alt Group attracts discerning clients who are drawn to their reputation of doing exceptional work.
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