This is a story of ambition, energy and honest values that ensured an organisation’s growth without losing its personality. It’s inspired by real experiences, reimagined to protect the privacy of those involved. The heart of the tale, however, is true: this is a parable about the power of values.
No Bull is a creative studio that began life in Gateshead, founded by three graduates who had met at art college. They were united by their uncompromising perfectionism and shared passion for creating work that turned heads. Counter-cultural, ambitious and talented, they set out to challenge the norm and build something entirely their own.
The agency grew quickly, drawing clients from across the country, even the world, who wanted work that was fearless, fresh and executed with the precision of master craftsmen. No Bull became known for blending old-school artistry with cutting-edge technology, producing results that were both beautifully crafted and ahead of the curve. Word of their success spread far beyond the North East.
No Bull thrived on momentum. The founders brought an infectious energy and a strong creative vision that defined everything the agency did. Their instinctive decision-making and refusal to settle for anything less than exceptional set the tone. The people closest to them embraced the challenge. This was a place where high standards, and, let’s face it, a demanding environment, were matched by significant industry acclaim for those who delivered.
As the agency expanded, however, and new people joined, not everyone found it easy to adapt. For those who didn’t work day to day with the original trio, the fast-paced, high-intensity culture sometimes came as a surprise. The instinctive way the founders worked wasn’t immediately obvious to those who hadn’t been part of No Bull’s beginnings.
It became clear to the founders that they needed to define the essence of what made No Bull unique. Not to change it, but to ensure anyone joining now knew exactly what it stood for and what it demanded of them.
No Bull values: not for the faint hearted.
When it came to No Bull’s values, they didn’t hold back. They know these values had to pinpoint the heart of this extraordinary business, expressing the essence of difference that underpinned its growth. These weren’t soft or neutral. They were bold, honest and unashamedly direct; just like No Bull.
- Go big or go home: Playing small isn’t an option here. Every project is a chance to push boundaries and deliver work that makes jaws drop.
- Own it or leave it: Mistakes, triumphs, ideas – whatever you bring, take full responsibility. Accountability is a cornerstone of success.
- Call a spade a shovel: Honesty fuels creativity. Say exactly what you mean and expect others to do the same. There’s no room for ambiguity or hidden agendas.
- There’s always a way: Creativity means thinking beyond the obvious, flipping the script and finding the unexpected solution.
These values weren’t designed to please everyone. They were designed to protect the heart of No Bull. They acted as a magnet, attracting those who shared the founders’ vision and repelling those who didn’t.
The people who joined and thrived at No Bull were inspired, resilient and ready to meet the challenges head-on. And crucially: forewarned. The team that emerged was energised by the creative spirit of the agency. They knew what was expected of them, and they delivered. Together, they raised No Bull’s reputation, producing work that clients valued and respected.
For those who stayed, No Bull was an opportunity to be part of something extraordinary.
No Bull lessons
No Bull is a lesson in what happens when values are real and lived, rather than trite and hidden in a handbook.
The founders didn’t shape their values to make things easier or more palatable. They wanted them to ensure that the essence of No Bull – the energy, creativity and boldness that defined it – would endure as the agency grew.
In doing so, they built something remarkable. A place that didn’t just produce exceptional work, but also brought together exceptional people. People who understood the ride they were on and wouldn’t have had it any other way.
So yes, this is a work of fiction, but only to protect the innocent – it contains a great deal of truth. Values shape culture. They guide decisions, inspire action and bring the right people together. Done well, they’re more than words. They’re the difference between a company that merely survives and one that thrives.