Truth or Die

Truth or Die.

When we were brought in by a very large food business, they had already made the rounds consulting with one of the big three firms. Their mission was to uncover their core values, but something wasn’t landing.

They were left uncertain, unconvinced, and still unsure how to move forward.

Why? Because they hadn’t discovered truthful values. Instead, they were dealing with surface-level platitudes—words that look good on paper, appeal to trends, but ultimately don’t reflect the brand’s true essence. These kinds of values lead nowhere. They can’t be believed, they can’t be followed. They die.

The Power of Truthful Values.

Brands that are built on deeply held, truthful values gain a genuine edge. Why? Because they are connected to something more enduring, more resonant. When a brand’s values are truly aligned with its identity, you can see it in the people—they believe in those values. They live them.

That belief becomes palpable. It becomes the backbone of the brand’s culture, its decisions, its products, and its connection with customers.

Finding the Truth.

When this company came to us, we knew they already had these values within them. They just couldn’t see them. Often, we’re blind to our own values—whether as individuals or as businesses—until someone holds up a mirror, or until they get crossed.

Our approach was different. We didn’t start by creating new values. We spent time digging into who they already were, we took them where others couldn’t.

The difference is in the process. Finding your values isn’t easy or comfortable. You have to dig deeper, past the superficial, to uncover what’s real. If you’re not feeling uncomfortable, you’re not digging deep enough. But discomfort is necessary to get to the heart of who you are.

It turns out, creatives are better at this than corporate consultants. These values weren’t invented. They were discovered. And that’s why they resonate—because they were already ingrained, already being acted upon. We just helped them see them clearly and now they have a foundation on which to move forward.

Truth or Die.

It’s a simple line, but it holds weight. If your values aren’t truthful, you’re playing a short game. If they are, you have a foundation for something much more powerful, enduring, and believable. And that’s what gives a real edge.