Doing business differently – with meaning, or not at all

By Stella Carter

It all starts with values. Whether we’re talking about friendships, family, work teams or even business partnerships, shared values are the glue that holds any relationship together. Sure, skills matter, experience counts and – let’s be honest – money is important too (we do like to keep the lights on and the coffee flowing). But if we’re not aligned on the things that really matter – like how we treat people, what we believe in and the way we show up in the world – then eventually, something’s going to give.

At CN&CO, values aren’t just a buzzword we throw around. They guide who we work with, how we collaborate, and what kind of impact we want to have. We’ve learned that working with clients who share our values isn’t just nicer – it’s essential. Because no amount of budget can fix a relationship that just doesn’t vibe at the core.

That’s also why we’re all about doing things differently. Not for the sake of being different, but because we genuinely believe that there’s a better way – one that’s rooted in purpose, creativity and connection. At CN&CO, we don’t do cookie-cutter. We don’t tick boxes just to say we’ve done the job. If we’re going to do something, it needs to add value. It needs to mean something. Otherwise, what’s the point?

This mindset is what sets us apart. Whether we’re working with a big corporate client or rolling up our sleeves for a nonprofit initiative, the approach stays the same: lead with heart, do it with integrity and make a difference in a way that feels true to who we are (and who our clients are).

We’ve turned down work that didn’t sit right with us because if we can’t stand behind something fully, we’d rather not stand there at all. That’s not always the easy route (and no, it doesn’t come with guaranteed revenue), but it’s one we’re proud of. When values are aligned, the work is better, the relationships are stronger and the impact is deeper. Every time.

So if you’re looking for a partner who’s not just here to do the work, but to do it with meaning, heart and a shared sense of purpose, we might just be a good fit. Let’s chat, swap stories and see if our values align. Because when they do, the magic (and the real impact) tends to follow.