What defines an organisation’s or individual’s projects, products, campaigns, marketing, actions and decisions - are their values.
A single-word response to the temptation to undermine, short-sell, give up or compromise these values because of market pressures, donation targets, ROI measures, fear or carelessness makes all the difference.
One simple word will keep you creative and protect your brand, your cause and your character.
And it will push you to be creative. To find a better way to deal with the issue. To be progressive, innovative, authentic, trustworthy. And stand for what you stand for.
That one word is “No”.