The Purpose Story.
From a one roomed office, to high profile expansion, to now celebrating all the changes and opportunities that today’s technologies allow for business to run creatively, and lean.
One of our all time marketing heros, Sydney boy-made-good, Siimon Reynolds wrote a book called “When they Zig, You Zag”.
He is saying, when it comes to both marketing and positioning, do things differently to everyone else.
Purpose started over 500 websites ago, as a marketing focused web development company at a time when so few people wanted to hear the message we were shouting. “Your website should be a marketing tool, and not just an online poster”.
We started with one room the size of a bedroom and eventually were squishing 7 people into it!
We were then invited to take up residence inside the plush offices of the Australian arm of the then fourth largest advertising agency group in the world, Grey Advertising.
Moving then out on our own, and growing in numbers, we took our own space at level 13 at the prestigious Citigroup Building, 2 Park Street, Sydney….complete with concierge services and the sort of spacious marble foyer that makes you think you’ve arrived at a five star hotel.
In fact, we did think we had ‘arrived’.
Now comes the ‘zagging’ part.
With online marketing and web companies every where embracing technologies that allowed them to run without big offices, and with their team members often working virtually….we decided to do the opposite.
Thus we took an expensive ‘shopfront’ two story building location at the extremely high traffic 5-way corner of Cleveland and Regent Streets, behind Broadway. We had a giant sign, and parking for visitors’ cars.
And hardly anyone visited.
We were slow to learn. It seems not just online marketing companies were accepting of the new virtual technologies and the way of doing business, but SME business owners had already expected it.
So now at Purpose we are celebrating the technologies that mean the face of not just ours, but so many businesses are changing for ever.
We resisted for so long, but we are now allowing our design teams to be more flexible with their hours, and to work ‘virtually’, after years of insisting they arrive at the office for a daily 9am meeting.
We now have a virtual receptionist (we remember how much our designers used to hate having to continually stop working on your creative project to also play receptionist.
We are now using cool tools like video newsletters, net- meetings and webinars, and video conferencing, along with cloud computing and online document sharing.
Wow, this is an exciting new world.
And a long way from the 13th floor in the CBD or the landmark 2 story building, you will now meet with us at the fabulous offices and meeting rooms at “Bureaux”, 50 York Street, Sydney.
And we look forward to sharing with you simple versions and DIY exciting new communications and marketing tools, as we find the best and easies technologies.