(2) Catherine AllenWe’re going to take a short break from pure marketing and PR for a little while here to share something of profound importance to SHIFT, something that impacts every client we have, something that guides every employee who works here: our core values.

Core values are the GPS of business. You can have a nice car, an expensive car, a fast car, a huge car – if you don’t know how to get where you’re going, all the power in the world won’t get you there. More important, like a GPS, without core values, it’s all too easy to head down the wrong road and go somewhere you don’t want to go. Our core values guide nearly every major decision at the agency, from who we hire to clients we will or won’t represent to how we measure performance and professional development. They’re so important that they are quantified and scored in performance reviews at SHIFT.

Though we’ll dig into them over the next 7 posts, the core values are:

It’s much simpler and easier to hire people with the right core values. Skills can be taught. Abilities can be enhanced. Core values aren’t skills, they’re human attributes, qualities about people that are exceptionally difficult to teach or retrain.

In this seven-part series, we’ll talk with Catherine Allen, Senior Vice President in our Boston office, and look in-depth at what each of the 7 core values means and how they affect our work, our clients, our employees, and our community. Stay tuned!

Christopher S. Penn
Vice President, Marketing Technology


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