I enjoy fish. In fact I really enjoy fish. Like many Brits I consider Fish & Chips to be our national dish; but would I consider myself ‘passionate’ about fish? More importantly, do I believe that anyone can be truly passionate about fish?
I found myself pondering the above during my drive into work one day. As is frequently the case, I passed a fishmonger’s van; on which they proudly proclaimed ‘People – Passion – Fish’. Now I’m clearly not a fishmonger, but I found myself questioning wether they were truly passionate about fish. Was the van driver deep in thought about fish while he drove down the motorway? If I rang them, would the receptionist have to interrupt her musings on the benefits of fish to take my call? I suspect not.
And so, not long after my new found insight into fish & passion; I found myself in the position of having to sum up Cetus Solutions with three words. Clearly ‘passion’ was off the agenda: overused, vague and misunderstood were just three very good reasons to avoid that particular appellation.
We’d reached this position because we had decided it was time to clarify “what Cetus do” as part of a rolling refresh of our marketing messaging under the stewardship of Claire Gibson, our then new Head of Marketing. With this goal in mind, Gary (our Sales & Marketing Director) and I locked ourselves in a room with nothing but a whiteboard and our wits to guide us. We were prepared to spend all day in there if that was what it took. In the end, we found our three words in just under 45 minutes. Not because we couldn’t be bothered, but because describing Cetus in three words was surprisingly simple.
We decided that our words should describe not what we do, but how we do it. They should encapsulate the experience of working with Cetus from our clients’ perspectives; to give a sense of longevity in our approach to relationships; and to recognise that what we do is a highly transformative process. At the end of the short session we had our three words on the whiteboard; we looked at each other and agreed that (a) that didn’t take as long as we’d expected and (b) we liked our new words. These three words are now a central part of our outbound and inbound marketing messaging; providing clients and colleagues alike with a touch point for what to expect when we engage with them. They are:
inspire. transform. together.
Of course, we’re as passionate as any fishmonger here at Cetus; but we believe that our customers want something more than that. Some of our clients have been with Cetus for almost all of 15 year history and they, perhaps better than anyone else, can attest to the accuracy of our chosen three words.