We founded Cherry back in 2004 because we felt there was an appetite for a different breed of new business consultancy. One that was strategy-led, shaped around an agency's particular needs and skills gaps, working as a member of their team in-house. We were customer-centric, before that was a thing, because we believed this just made good business sense as well as helping us deliver better results for our agency clients. We've always been unashamedly focused on our clients' businesses. It's only taken a global pandemic to get our new website done. But, as we've re-focused on our own brand, a couple of things leapt out at us. From the Bible to Daniel Kahneman, 'give and get given' is a long-standing human truth. Reciprocity is rooted in kindness and decency. We've always believed in decency. Being decent. Treating people decently. Doing the right thing. Going beyond. This is why Cherry's ethos is Remarkably Decent New Business. This isn't a strapline. It's a belief and it's baked into everything we do. In 2021, there are new shiny tools, and we love a good piece of martech, but the principles (and humans) haven't changed one bit. You still need to be building relationships through being useful, making your agency brand mentally available to key audiences, listening and building on the intelligence you unearth, evolving your agency and working smart. We'd be delighted to show you why we're so decent, should you be browsing for a new business partner, or if you're someone trying to crack into new business and you'd like some advice, please do get in touch.