Is the key to success not chasing money from the start?

MONEY FOLLOWS PASSION

"Does the road to success mean not putting money first?" For me yes, or for us at Karl Anders, without any doubt.

Making money is the result...of a job well done.It must never be the objective,because it hinders the process.

You're simply not focused on the process,if money is in the foreground.

In the end, money must always be a result.In a successful project,as a rule, for us, project success isn't always reflected,from our perspective,in financial interest, in making money.

But for us, a project can be successful in many ways,or profitable, if we achieve...

If we achieve something big, if we help people,if we manage to solve problems with what we've done,if contemporary branding helps brands to have a future,if we transform companies, sectors.

For us that's, at least, as important as making money.

Sometimes we carry out projects and certain cases in which, at the start, we don't earn anything,and where we get paid later, at some point.

Also in financial terms,since sometimes they lead to another project.

For us it can be an investment in a sector we'd never worked in before, for example, where we're newcomers,in a specific field, for instance...

in food or FMCG,fields we've hardly entered.That's why we work with clients like an investment,certainly, because they promise that future projects will come up,and therefore, at that time,money isn't in the foreground.

That comes later, at some point,once we've expanded more in that field and have other projects.

That means that, for us,projects are always opportunities for investment.

As an agency, you don't have...that many opportunities to invest.

We can invest in infrastructure, in people,and we can invest in projects and in ideas.

And that leads to the ideal scenario, where all those investments generate returns at some point.

What role do your values play in the decisions you take?

Generally...Claudia and I run the business.Well, Claudia and I are very like-minded, and like me,she likes to push...

and break boundaries when needed.We share the same philosophy...

in how ideas come about,we hold the same view of how a company is organised,and we share values.

That's why we've been working together successfully for many years.

That's what has bound us together.And of course, we make decisions based on our system of values.

So we define ourselves as a community of values.We have... a clear orientation guided by those values, which also steer us in difficult moments to make the right decisions.

And above all,when it comes to issues like investments,like the economic conditions of the agency,or...

the idea of how we want to continue growing,and with whom we want to keep growing.