Gratitude as one of our core values

At Backslash Creative, we frequently discuss strategy, websites, content systems, and consistency. But underneath all of that is something quieter and far more powerful: gratitude.

Gratitude isn’t a seasonal thing for us. It’s not something we dust off every November and forget about in January. It’s one of our core values because it influences the way we work, the way we treat people, and the way we show up for our clients and for one another.

As we wrap up another year, I asked our team what gratitude means to them. Their answers reminded me why this value sits at the center of who we are.

Gratitude helps us see our work differently

When Michela first joined the team, she equated gratitude with good manners — saying “please,” “thank you,” and “I appreciate you.” However, over time, she realized it was something much deeper.

“Now, after some gentle coaching and reflecting on my own part, I understand that value on a deeper level — to be thankful for the ability to work, gratitude for our incredible clients who I love so much, and even to understand that the parts of my job that are tough are growing me and teaching me, and I should be thankful for them.”

— Michela

I love that this understanding reflects what many of us eventually learn: the hard parts of our work aren’t interruptions to gratitude; they’re invitations to it. Gratitude grounds us. It helps us see challenges as opportunities for us to be stretched, developed, and trusted with meaningful work.

Gratitude resets our perspective

When I asked Dana about this value, her answer immediately focused on mindset — something that affects every aspect of how we communicate and collaborate.

“One of the qualities I appreciate in our core value of gratitude is how it affects my mindset when I’m struggling with something — whether it’s a work or personal issue. When I stop to consider the things I am grateful for, it is a reset. The struggles seem smaller; the gifts seem greater.”

— Dana

So much of good creative work depends on clarity. When we’re overwhelmed or discouraged, gratitude has this incredible way of reducing the noise. It’s not about ignoring the struggle; it’s about putting it in perspective. It brings us back to what matters, which ultimately makes our work stronger and our communication clearer.

Gratitude shapes how we treat people

For us, gratitude isn’t just internal. It shows up in the way we interact with clients, in how we communicate, in how we support each other, and in how we celebrate wins — big or small.

As Leann shared with the team:

“I’m grateful to work with people we consider family. We are one big family here, legally and otherwise. We appreciate our clients and are always grateful to do business with awesome people who want to grow.”

— Leann

We talk to our clients like real people because we genuinely care about them. We get excited about their growth. We celebrate their stories. Gratitude keeps our work relational, not transactional — and that is something we protect fiercely.

Where gratitude shows up every day

For us, gratitude looks like:

• Saying “thank you” for the small things
• Celebrating client wins
• Supporting each other during busy weeks
• Being honest, clear, and respectful in communication
• Seeing challenges as opportunities to grow
• Remembering that we get to do this work, not that we have to

Gratitude creates better work, healthier teams, and stronger partnerships. It keeps us grounded and connected, even when deadlines are tight or life gets messy.

A value we’re proud to live out

As we close out another year, we’re thankful — for our clients, for each other, and for the trust we’ve been given to help businesses and nonprofits tell their stories well.

Gratitude isn’t just a core value printed on a wall; it’s a fundamental principle that guides our actions. It’s something we choose, practice, and rely on — every single day.

If your organization is looking for a marketing partner who values the relationship as much as the results, we’d love to connect.