The world wasn’t
changed by

Atul Gawande, a writer and physician once said that in the medical profession there was this small set of ‘positive deviants’. A group of people who are operating in the same environment as everyone else, but are not constrained by conventional wisdom and so have the courage to think and act differently to the status quo.

This feels like us, but also feels like a bit of a fluffy thing to say. So we’ll just go with a gaggle of creatives, artists, singers, vegans, omnivores, eccentrics, introverts, activists, dreamers, thinkers, dads, mums, brothers and sisters willing to change the world.


Our values are at the core of our work and our culture. So here they are. If they don’t align with you then, well, we wish you love and light as you find a better fit. These values are non-negotiable.

Listen carefully

We don’t have the answers. We listen to the problem and learn from those experiencing it.

Obsessed with honesty

It flows through our veins. We never hide.
We never stay quiet. Everything we do starts with the truth.

Embrace Vulnerability

We will never make the necessary changes in the world if we’re not prepared to take the first step.
We lead. We share. We learn.

Dismiss Ambiguity

Our work and our approach are cemented in clarity and proof.
We are not swayed by rhetoric.

Disrupt Confidently

Our creative work is never apologetic.
We never support a cause half-arsed.
We make our moves with purpose.

Culture and benefits

We spend an awful lot of time working out how to keep our culture vibrant, accessible and important and our team committed, engaged and healthy. It’s what binds us together through thick and thin and, fundamentally, is the unique bit that our clients buy.

Culturally our team has these traits:

Radical responsibility:

Whether you’re an apprentice or a CEO, your word is your bond. There’s always support to reach goals, but those goals are committed to by you and driven by you.


Committed to ethics:

From the swag we have to our parties, paper and premises, our goal is to do work that people adore in harmony with the planet we all need.

Total transparency:

Every week the whole business gets a detailed look at the health of the organisation from cash in the bank to clients, new business, marketing and people strategy. Every minute we share our success and failures as a team.


Emotionally intelligent:

Irrespective of whether it’s a client, a member of the team or any other human being, we operate with humanity and humility.

So onto the benefits

Culture and Benefits

Things that are not a benefit and are just good business practice:

  • An inclusive and supportive work environment
  • Fair pay
  • 26 days holiday (full time)
  • 12 weeks fully paid maternity and paternity leave
  • Mental health wellness, safety nets and structural practices
  • Things that allow you to work (like a laptop and phone)
  • Training programme built around individual personal and professional goals

Things that are a benefit:

  • Private medical insurance
  • Company bonus scheme for everyone
  • Abel & Cole monthly veg box
  • Subscription of your choice to feed your brain
  • Calm app pro-account subscription
  • Monthly culture club
  • Half yearly swag drops
  • Little random moments of love usually expressed through food

The management team

taking credit for everyone elses work ;-)

Here’s a little peek at the personalities leading Don’t Cry Wolf towards world domination.