In my business who I work with matters just as much as what I do.
For me, marketing has never just been about the next campaign, the next metric or the next big idea. It’s about people; understanding them, connecting with them and working alongside people who share your values and outlook. Because when your clients align with your purpose, everything feels easier and the work doesn’t feel hard. The work flows, ideas spark and the relationship becomes more of a partnership than a transaction.
Values first, always
I’ve always believed in treating people as humans not job titles and hierarchies. Everyone deserves kindness, respect and honesty, whether they’re a CEO or an assistant. It’s the foundation of how I build relationships and how I choose who to work with.
When your values guide your business decisions, you naturally attract the right people. The clients who believe in collaboration, transparency and relationship building are the ones who stay with you. They’re the ones who trust you to challenge their thinking, to bring ideas to the table and to be their partner, not just their supplier.
Why it matters in your marketing strategy
Too often, marketing strategies focus only on reach and numbers, the ‘how many leads’ instead of ‘who’. Successful marketing isn’t about trying to be everything and reach everyone. It’s about finding your people, the right clients who understand your approach, appreciate you and see the value in how you work.
When your marketing reflects your values:
- Your messaging feels more authentic. You’re not trying to sound like anyone else, you’re communicating what truly matters to you.
- You attract the right kind of clients. The ones who share your energy, respect your expertise and build a relationship with you.
- You build trust faster. Because people can feel when your values and your actions align – teamwork.
Building Relationships That Last
Good marketing starts with good relationships and good relationships start with mutual respect. I’ve always believed in building teams where everyone has a voice, kindness, respect and good manners are non-negotiable. It creates a space where people feel comfortable sharing ideas, asking questions and taking creative risks.
When I collaborate with clients, I want them to know they’re working with someone who listens, who cares and who’s as invested in their success as they are. That’s where great work comes from; shared ambition, mutual respect and the confidence to challenge and grow together.
Your Values Are Your Filter
If you’re developing your marketing strategy, start by asking yourself:
- What do you believe in?
- Who do you want to work with?
- What kind of relationships do you want to build
Let those answers guide everything – your tone of voice, your brand messaging and even the platforms you show up on. When your values lead the way, you’ll stop chasing the wrong clients and start attracting the right ones.
Because when your vision and values align with your clients’ marketing stops feeling like hard work and starts feeling like purpose.