By Steve Miller, FUSE Create, Partner-Executive Creative Director
Culture is the lifeblood of an agency. It keeps spirits up, retention high, and can even coax people back into the office from time to time. I’d argue it’s also fundamental to producing the best work; because when you get the best out of your people, you get a deeper, more committed pursuit of the best, most fridge-worthy ideas.
Now, when I say “culture,” I don’t mean foosball tables and brightly painted walls. Or jellybean jars and the Thursday Drink Cart, although those perks certainly play a role. What I’m talking about is the literal definition of culture: the attitudes and behavioral characteristics of a particular social group.
Culture is nothing without the people who bring the right attitudes and embody the right behaviors. And the best kind of people, the kind I’ve seen make both a culture and an agency thrive, are Possibilitarians.
It’s not my word, but it is my favourite (thank you, Dr. Norman Vincent Peale). It describes the kind of person who nurtures a culture built on camaraderie, unity, and shared reward, and makes coming to work feel a little less like “work.”
What is a Possibilitarian?
- Someone, who is equal parts positive attitude and firm believer that everything is possible, is the irresistible manifestation of this ideologic portmanteau. They wear a smile and see the glass as half full and instinctively top up everyone else’s glass. They keep an infectiously optimistic outlook and take the work seriously but not themselves, because for them, life is too short and the days are too long to look things any other way. And that makes for a good workday.
- Grey is their favorite color because for them, nothing is black and white. Not budgets, timelines, category norms, or even briefs. They roll with the punches. Go with the flow. They’re not afraid to push back when trends shift, ideas evolve, or technology changes overnight. Possibilitarians adapt and adopt to the ebbs and flows of creativity. I’ve seen otherwise, where inflexibility can cost an agency a client, but adaptability can secure the right VO, produce an award-winning film, and win client trust.
- They’re natural collaborators and ardent champions of the work, each other, and in the toughest of moments. The words “no” and “can’t” aren’t in their vocabulary and they’re allergic to any form of “ego”. They celebrate the wins but more importantly, they commiserate in the losses. There’s no finger-pointing. No blame. No one is thrown under the bus. Just an “in this together” mindset that makes the next pitch, the next Town Hall, and the next brief, a joy.
Of course, Possibilitarians aren’t the only way to build an agency culture. Many agencies take a more Darwinian approach, leaning into competition by pitting teams against each other to push the work further. And yes, that can produce great work. But it doesn’t always produce a great day at work. Over time, that can mean lower retention, tougher reputations, and higher stress.
In more than 20 years of building agency cultures, I’ve seen what Possibilitarianism can do (yes, it’s a doctrine now): industry-leading retention, consistently higher engagement scores, less entitlement and judgment, and a culture that attracts both talent and clients. And yes, it produces work you’re genuinely proud of.
A Possibilitarian Culture Starts At The Top.
If agency leaders don’t exemplify Possibilitarian attitudes and behaviors, the culture won’t either. And they won’t recognize those traits in the people they hire, which is everything. Culture is your people. Full stop.
I interview every single hire before they walk through the door; Creative, Accounts, Strategy, and Media. Not to rehash résumés or test technical skills. They’ve already been vetted for that. I’m there for a gut check, a final read on whether they bring that Possibilitarian mindset or not.
Because it’s those people, across every department, who define a culture. They nurture creativity, each other, and the work (and awards, if that’s your thing).
Because ultimately, you don’t hire Art Directors, Designers, Strategists, or Business Leads.
You hire people.
And the best kind of people are Possibilitarians.
