Humans serving humans.

When we look at our work, including our marketing, as a human being being serving other human beings, we take our decisions with empathy, compassion and respect. We don't seek to manipulate the other person, we don't seek to cajole.

We create a path for them to build a relationship with us in order to serve them. We help them achieve their goals. We help them overcome the reluctance in forward motion. We help them feel connected by being a part of a story they can resonate with.

The more we resist the mindless manipulation and the more we start treating our customers as human beings, the more our work grows.