“Go beyond good.” Three giant words emblazoned on the wall of our main conference room. It’s one of the first things you’ll notice when visiting Faktory. This phrase serves as our unofficial motto. It’s the underlying idea beneath every word we write, every piece we design, and every campaign we champion. As inspiring and somewhat sappy as that may be, at the end of the day, what does it mean? What defines “good” creative and what does it mean to go “beyond”?

Good creative paints the audience into the picture. It lets them be a part of something before they ever even buy into it. I remember after having Lasik eye surgery, I had the same thought pop into my head over and over again: Had I known how amazing this was going to be, I would have prioritized this purchase above everything else. Whatever priorities our audience may have, good creative convinces them that “this” now takes the top spot. On a small scale, it may push someone into an impulse buy, but good creative has the power to make lasting change. It convinces younger generations to vote, older generations to conserve, and everyone else to buy, sell, and do.

If “good” creative has the power to influence and act as a catalyst, then going “beyond” is realizing what weight this actually carries. Knowing that our work is often the first interaction our audience has with our clients, it puts into perspective how important that first impression truly is. Whether selling a car or convincing a community that healthcare is important, it doesn’t matter. What does matter is accurately conveying the values of those that choose to work with us. What matters most is making that proper introduction between consumer and client. What matters most is realizing that people will make life decisions based on the work that we create, and that is the power of going beyond good.