Part of the fun of working for a great agency is being encouraged to think. Here are some of the things we’re thinking about.

The True. The Good. The Beautiful.

October 9, 2016 Jeff Bradford

Men own fields and farms and hills and trees. But none own the landscape.

Northern rose window of the cathedral Notre-Dame in Chartres, France

Beauty is both an end in itself – the simple perception of natural forms is a delight – and a sign beyond itself. The presence of a higher, namely, of a spiritual element is essential to its perfection. Beauty is the mark God sets upon virtue.


Truth, and goodness, and beauty, are but different faces of the same All.

Ralph Waldo Emerson, who wrote everything up to this sentence, celebrated beauty as the highest in the virtuous trinity of the true, the good and the beautiful.

I agree. A clear grasp on reality and a refusal to speak what is not real – that is, to lie –  is essential to any civilization. And a habit of treating people well allows civilization to stay alive, and grow. But experiencing delight in the world turns life into living.

That is, a commitment to the true and the good make it possible to experience the beautiful. They are means to the ultimate end – of “seeing the absolute order of things as they stand in the mind of God.”

We have two fundamental scripts at the Bradford Group: our three values and our mission. The three values are: 1) Hire smart people. 2) Be active marketing partners. 3) Generate measurable results. This is how we do things. The reason we do them is in our mission: Open the world to better ideas.

We are showing people the delight of connecting to things that are true and good.

In our firm’s case, “the good” is “the goods” – our clients’ products and services, which are good because they help people. And they are based on truth, otherwise they wouldn’t work and the company would cease to exist. Truth is also inherent in any successful business, and not just in the sense of honest dealings, but, more importantly, in the ability to see clearly and act accordingly.

And beauty is the result – the delight of seeing customers satisfied, employees fulfilled and growing, and a company growing. A better, happier, more connected and caring world.

I think that is worth getting excited about.


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