File Under: Company Policy

We Don’t Work With Knuckleheads™

Knucklehead (noun): A well-meaning but misguided individual who overcomplicates collaboration, micromanages unnecessarily, misses deadlines, or forgets that trust and communication are the keys to success. Often characterized by a penchant for chaos and a resistance to great ideas.
(See also: “Not our ideal client.”)

Trust is Everything.

You hired Hook for a reason—and we didn’t get here by accident. Our process is collaborative, but to unlock its full potential, you have to trust us to do what we do best. We trust you to be transparent, decisive, and open-minded, and you can trust us to deliver excellence.

Knuckleheads micromanage every detail (think: 10 revisions on a business card—yes, that really happened). That approach kills momentum and creativity. If perfectionism is your go-to, no hard feelings, but we’re probably not the right fit. Our take? Perfectionism is just fear dressed up in a fancy outfit. We choose boldness instead.

Design is Subjective.

Design isn’t art. Art doesn’t owe anyone anything—it’s personal, driven by feelings, and exists for itself. Design, on the other hand, serves a purpose. It’s here to accomplish goals, solve problems, and move your business forward.

As designers, we bring tastes, preferences, and biases to the table—but let’s be clear: we’re designing for you. For your business, your clients, and your vision of success. We’ll guide the process and ensure we’re proud of the work, but there are two paths to success: either give us creative control or clearly articulate your vision.

Knuckleheads do neither.

Deadlines Matter.

At Hook, we don’t miss deadlines—period. If we set a date, you can trust we’ll deliver. But here’s the thing: deadlines are a two-way street. Just as we hold ourselves accountable, we expect the same from you.

When clients miss their deadlines—whether it’s feedback or assets—it throws off the entire process. Timelines slip, quality drops, and momentum stalls. Knuckleheads treat deadlines like suggestions; we treat them like commitments. When we agree on a timeline, it’s non-negotiable—on both sides—because the success of the project depends on it.

Trust the Process.

Creativity does not yield to brute force. The best ideas take time to develop, and the strongest results come from following a proven process. At Hook, we’ve honed ours over years of experience to ensure every project meets its full potential.

Knuckleheads try to shortcut the process, rush decisions, or skip key steps, which ultimately weakens the work. Trust us to guide you, stay engaged, and let the process unfold. Together, we’ll create something you’ll be proud of.

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