CYPER™ Standards


How We Succeed Together Using The CYPER™ Standard


  1. Who We Are. While we can be considered a thriving independent strategy, research, brand, design, innovation, digital, tech company (i.e., we optimize your company’s digital environment, from innovation to every facet of digital development), we prefer this handle: 
    We are a service company that gets tech projects done.


    • We’re Here to Make Things Work. Whether they are movements, ideas, products, brands or companies, the work we do has a purpose and fits into a larger whole. By maintaining that perspective, we make success more attainable.
    • We Exist to Inspire. Who do we inspire: our clients, our consumers, one another, the world around us. Clients need to feel our passion and enthusiasm for ideas that can build their businesses. We didn’t sign up for boring cubicles and never-ending meetings. Let’s make the time our clients spend with us meaningful, fun and inspiring.
    • Why Do We Say Client Fulfillment?Because clients who are really fulfilled (fulfilled as people, professionals, and clients, too) may become long-term clients, and in turn, recommend us. That’s how we grow — Great Clients, Great Work, and Great People.
    • We Are a For-Profit Company. We provide value to clients and should charge a fair price. And, we need not be shy or subtle about it — because we are the best!
    • Partnership. It’s what comes from investing in people and relationships — valuing them above short-term gains. Make your clients, your partners and your team feel that true partnerships are possible. Invest beyond all calculation in people who inspire you. Be an honorable and generous partner at all times.
    • We Are One. We are one firm. We may have many different names on our business cards. We may work in different departments. But, we are all responsible for the success of our clients, either directly or indirectly. There is no success apart from one goal — common success.
    • Each of Us is Responsible for Our Own Inspiration.  Don’t settle for less. Find, ask, challenge, orchestrate, search, revisit; do whatever it takes to get inspired to do your best.
    • We Are Smarter Together Than We Are Alone.  Teams are more successful when everyone knows their part. Let your team-mates play their part. Combined IQs of 1,700 are usually better than one at 170.



  3. Listening Is More Important Than Talking.  We’re all smart (or else we wouldn’t be here), and it’s not a contest. Speak up when it’s right, and listen well, respectfully and actively. And remember, you will learn nothing new by listening to yourself talk!

    • Remember That People Come Here To Do More and To Be More.  Don’t put yourself or anyone in a box. Expect creativity from “account people.” Expect strategic smarts from “creative people.” Expect management smarts from everyone. Collaborate with everyone. We play roles, but if we wanted to be limited by them, we would be someplace else. Your priority and primary responsibility, however, is to do your assigned job first; never lose focus of that by working on something that excites you and seems like a good idea but gets in the way of your assigned tasks.
    • The First Rule of a Judgment Business. We have an obligation to share our point of view, regardless of its popularity, both internally and externally. But once a decision is made by management, we are equally obligated to support it — completely. Your opinions and ideas are important since several brains combined are usually better than one, but remember that all opinions need to be approved by management before expressing them to clients. Remember that management has the responsibility to determine what is best for the company and the responsibility to assume that all decisions are legal and in the best interests of the company. So allow management to make all final decisions. And remember, do your assigned job first.
    • Clients Are People.  If you can get them to feel that you know that, the rest of your job gets easier. Treat them like part of the team rather than your boss or an obstacle. Tell them what you really think, but follow the rules discussed in “b” above. Joke, confide and take the risk of feeling comfortable around them. Challenge them to inspire you. Challenge yourself to inspire them. Be big enough to celebrate when they have a big idea. And, make a big deal out of what they bring to the table – we all love compliments.
    • If You’re Here, You’re Smart.  Don’t hold back. Smart people get smart by asking questions. There are no bad ideas or dumb questions — only the ideas you held back and the questions you should have asked but didn’t are bad and dumb. Therefore, if your questions are really indicators that you don’t understand, then ask those questions so that you can deliver the results expected of you.
    • If Things Go Wrong, Speak Up.  If you need help, ask for it. It’s far better to raise an alarm before disaster strikes than after. Together we can solve almost any problem. Communicate early and often. We expect all of you are skilled enough to solve the problems you are hired to solve. And, it’s human and OK to make a mistake. But, it’s not acceptable to make the same mistake all the time. So, if you don’t understand the task assigned you, you need to ask since everyone needs a target to aim at. If you ask and don’t get the answers, it’s our fault; if you get the answers and don’t get the results, it’s your fault.



  5. It’s the Work. While not every project presents an opportunity for greatness, every one of you has an opportunity to practice your craft. In the long run, those who work more, who try it more ways, who do something good and then do something better, who persist, will accumulate many years’ more practice more than their less prolific colleagues. This confers upon them an unmatchable advantage to advance.

    • Like + Trust = Business. People hire people they like and trust. It really is as simple as that.
    • Over-Collaborate. Especially at the beginning of relationships, work together while you are earning the trust and admiration that will smooth the inevitable bumps down the road, while figuring everything out, and while laying the groundwork for success. Ask more questions. Provide lots of options. Visit the company, meet the workers, do the research, talk to the sales force, get a demonstration, sample the product, talk to a board member, and then brainstorm with the client. The process is to over-communicate, over-collaborate, and over-deliver. Time and energy invested in relationships pay us back in better work, better business, better results, and ultimately, better relationships.
    • Great Work Wins Business; Great Relationships Keep Business. We proactively work on relationship building. What are you doing now to build and strengthen a client or a team relationship?
    • This is a Relationship Business. We’re small enough that we can manage personal relationships. So, honor all Treat your commitments as sacred. Communicate. Never leave your colleagues in the lurch. Be the colleague you wish for. Live the Golden Rule: Do to others as you would have done to you!
    • A problem, project or opportunity half-defined is only half-solved. More time is wasted not thinking well at the beginning than can ever be made up by speed, efficiency or additional staff later.
    • In Running Meetings. Start on time and end on time. Have an agenda and stick to it (unless there’s a good reason not to). Agree to next steps and follow up.
    • Take the Word Presentation Seriously.  Let’s not ever make each other guess which part of the presentation is the important part. Let’s include the important part and make it to the point. Let’s make sure our presentations are simple, compelling and crystal clear. Nothing in a company is more sacred. Make the creative teams and our clients partners in the presentation.
    • Design In Context. The context is the user’s or the audience’s experience. Design in context. Present in context. Evaluate in context. The first rule of design: remember that everything we do is a design.
    • Agree on Strategy, Budget, and Schedule. Simple, yes — always followed, no. Remember the basics.
    • Promise Wisely and Then, Over-Deliver. Make no commitment without a consultation. End a meeting early and give colleagues, vendors or clients the gift of time. Give clients something they didn’t ask for, e.g., if possible, deliver ahead of the deadline.
    • Great Presentations Tell a Story. One thought per slide. Tell a complete story with insights and ideas.
    • Don’t Sell Executions Without Including the Ideas.  Countless executions get killed because the client did not understand the ideas behind the executions. Sell big ideas first, then explain the execution of those ideas. Use simple descriptions and key visuals to sell a big idea.
    • Creative Work is the Product. Get Behind It. And Be Ready to Defend it When Necessary. Choice is good. We should almost always have three options to choose from, and never one we can’t get behind.
    • Client Presentations Are as Important as New Business Presentations. No surprises or substitutes on presentation day. Casting and content are important.



  7. We Are All Responsible For Holding One Another to This Standard. When our colleagues succeed, we all succeed. So help one another exceed the standards presented here. If a colleague is not living up to these standards, we all have an obligation not to let it pass; here is only one way – the right way. If you have an issue with a colleague, deal with it directly, privately and professionally before you escalate. If that is unsatisfactory, get help – don’t allow relationships to deteriorate. Expertise is always available around here. And, since modeling is the true path to success, model everything well.

Great Work Wins Great Business; Great Relationships Keep Great Business! That’s why we proactively work on relationship building both with our clients and within our teams.

We all should always be on the same page with the same goals – making Cyper a super successful and super honorable company. Sharing our thoughts are paramount to that goal. Above all, remember this:

Profit is the applause you get for taking care of your customers and
creating a motivating environment for your people