Dixon Schwabl Advertising Inc., a fast-growing agency based in upstate New York, has actually undergone a personality change as a result of using the tool. After taking the test for the first time, the agency created a character, named Samm, to embody the company's strengths and weaknesses. But a year later, after the agency worked on its weaknesses, Samm gave way to Jaz. We're still driven to meet our deadlines, but not at the risk of compromising the creative. We needed a different character to personify who we had become.
Companies Are People, Too' every year.
If we change our personality, then Jaz has to change too. It sounded like a good idea at the time. We enthusiastically present ideas, possibilities, and values by developing imaginative angles and providing innovative articles. We can easily get bored after the creative work is finished and may tend to focus our energies on the next big idea, rather than on finishing up the last one. We can sometimes be so optimistic that we just assume that things will work out.