By @ 04/14/14 in Our Culture

We decided surviving another tax day was worth a little celebration. Despite feeling a little bitter about parting with our hard earned cash, we decided to have some refreshing, delicious therapy in the form of the 3fold 2014 Tax Day Bitter Bar!






Best wishes for refunds and sincerest sympathies if you owe.

Comments Off

2014 CAPPIE Scrabble

By @ 04/10/14 in Community, Everything, Our Culture

Congratulations to all the winners of the 2014 SPRA Cappies! While contemplating all the amazing work from our region, here’s another brain exercise:

How many words can you make from the word “Cappie”? You have 3 minutes and 33 seconds…GO! (Answers below–don’t cheat!)




Letter Scrabble Words


3 Letter Scrabble Words


2 Letter Scrabble Words


By @ 04/07/14 in Everything, Our Culture

Today I turn 50. My gift to you (and myself) is to impart some of the wisdom I’ve gleaned (learned the hard way) so far–in life, in work, and as a business leader.

  1. Taking risks is everything. The more calculated, the better, though.
  2. Work/life balance in a myth. Instead, find a work/life rhythm and forgive yourself.
  3. Strive to have one professional and one personal accomplishment every single day.
  4. Begin every to-do list with “write a to-do list.” If nothing else gets done, you’ll at least be able to cross off that one task!
  5. Timing really is everything.
  6. Block out a 2-hour meeting with yourself single day to get pressing work done. Don’t cancel on yourself!
  7. Early to bed and early to rise is more than a cliché, it’s legit.
  8. Explaining the “why” is almost always more important that explaining the ‘how.”
  9. Be generous with the “what” and the “why” – charge for the “how, when and where.”
  10. Never race to the bottom. You know what you’re worth – don’t under-price. You are the best source to tell people your value.
  11. People give themselves too much credit for being honest – speaking truth while balancing your team members’ well-being is what counts.
  12. Never drink too much at a professional event – you probably should avoid drinking too much at personal events as well.
  13. No matter what your co-workers say, disco music is the best way to start the day. They secretly love it.
  14. People rarely strive to be mediocre – give them the benefit of the doubt and offer ways to help them succeed.
  15. Always look at the process – then the tools – before making an assumption about whether a person is underperforming.
  16. The higher you set the bar, the more your team will try to exceed it.
  17. It’s okay to express disappointment.
  18. Make personnel decisions sooner than later. You’re doing no one any favors by stringing out a bad situation.
  19. Fitting a job to a person instead of finding the right person for a job is almost always the wrong call.
  20. Encourage your team to take emotional (not just professional) responsibility for your clients.
  21. 30 minutes is the maximum amount of time required for any meeting. Seriously. Be prepared, be clear on the outcome, and don’t waste time.
  22. The best strategy for an efficient meeting is not having chairs.
  23. Never make a business decision based on personnel – always do what’s right for the business.
  24. Sometimes, the people that help launch and build a business aren’t the best ones to grow that business long-term. And that’s all right.
  25. Never apologize for your convictions.
  26. Team building occurs every day by doing the work well – not on a ropes course in the wilderness. (Bears are not famous for their team skills—probably, I’m not really an outdoor guy.)
  27. Saying “no” can sometimes be the most powerful “yes.”
  28. If it causes you to pause – pause (and probably just stop).
  29. Pressure is having too many things on the to-do list. Stress is your emotional reaction to having too many things on the to-do list. You have to live with the pressure – carrying the stress is a personal decision.
  30. Give first – giving back is so 80’s.
  31. Inspiration happens every single day all around you – it helps if you leave your desk once and a while to find it, though.
  32. Every problem in business is either a speed-bump or a brick wall. You might have to slow down, or figure out how to get through, over, or around, but you should never stop. (Always stop if it’s an actual brick wall and you’re driving. Lesson. Learned.)
  33. If you believe that you can fail – you probably will.
  34. Always take calls from family – no matter what.
  35. It’s okay to work on vacation – just get up earlier, or stay up later – just don’t make your family wait on you.
  36. Follow your instincts – but be guided by your metrics.
  37. Details matter.
  38. Done is not better than perfect.
  39. It never feels good (or finished) to meet mediocre goals.
  40. Be generous with your time and money.
  41. Notice when someone on your team gets a haircut. (Unless it’s bad, then just pretend it’s all good.)
  42. Open-toed shoes are a privilege, not a right. It’s fine if you want to wear them, but you really owe it to the world to at least get a pedicure first.
  43. Always locate your office within walking distance of a good coffee shop. And, if possible, a world-class chocolatier.
  44. It’s okay to make a mistake. It’s not okay for your boss to hear about it from anyone but you.
  45. Always hire an Executive Assistant that has latent dominatrix tendencies (or not latent, no judgements).
  46. If everyone agrees with me, I haven’t created a safe enough environment for true brilliance to thrive.
  47. Never judge a book by its cover unless you understand what’s inside. But, really, just try not to judge.
  48. Avoid clients who don’t care more about their success than you do.
  49. Money is neither the source nor the solution to a problem. In fact, it’s usually a symptom.
  50. Be bold.

By @ 04/07/14 in Everything, Our Culture

Today is 3fold’s president & CEO’s birthday. (Happy birthday, Gordon!)

This got me thinking. A great thing about birthdays are that they can be a turning point for looking at all you’ve accomplished, where you have gone and where you plan to go in the future. Here at 3fold we are constantly recognizing our past, present and future, and birthdays are always a perfect opportunity to assess growth and prosperity.

Not only does Gordon’s birthday remind us of how thankful we are for our fearless leader, but it also prompts us to take a step back and look at 3fold’s purpose, what we’ve accomplished as a team and where we want to go.

3fold is spearheading the advancement of our community in ways other agencies could only imagine. With growing numbers and an endless flow of clients on our radar, we have a lot to be proud of. What’s our strategy? Allow me to break it down to 3 points:

  1. Competitive greatness: We are the best at what we do. Period.
  2. Commitment to our community: We live to see our community flourish.
  3. Growth mindset: We are always looking forward.

With a big “thank you” to Mr. Gordon Fowler, we hope readers out there take his lead in encouraging every member of his team to continuoulsy reflect and grow, spurring us on to be the best we can be–as 3folders and as people. And on that note, let’s celebrate Gordon’s birthday!

Sacramento Food & Film Festival
By @ 03/20/14 in Community, Everything, Our Culture

Our own Emilie Cameron recently contributed to the Downtown Lowdown blog, talking about the Sacramento Food & Film festival, its importance in the community and the spectacular kick-off event . 

Sneak peak: The Sacramento Food & Film Festival is back March 20-30 to nourish your body and mind. Created in 2012 as a way to showcase food-themed documentaries, this year’s festival will feature seven events over ten days centered on food-related documentaries and dramas paired with food, wine and beer with all proceeds benefiting California Food Literacy Center.

Read the full post on


By @ 03/10/14 in Our Culture

At 3fold we like to say we’re a community-based business, focused on growing this amazing city. While March is characteristically a month of expansion and growth, here at 3fold we take that figuratively… and literally.

During a recent staff meeting, I glanced across the room to see two visibly pregnant fellow 3folder’s, Account Managers Liz Divelbiss and Jamie Von Sossan, next to Account Services Director Allison Yee-Garcia holding one of the newest 3folder’s, little Althea, and an empty chair that until December would have been filled by Account Manager Andi Justice who earlier this year also welcomed a new bundle of joy, Mia. Space has certainly grown cozier at the office as four of our finest are growing in numbers!

With nearly a quarter of 3fold’s staff growing their family this year, we’ve started planning our production calendar in trimesters! And, it looks like it’s spreading outside of 3fold’s walls. Just this week, I heard a rumor a client may be expecting too!

The number 3 historically values expansion, growth and abundance on the physical, emotional, mental, financial and spiritual level. At least it certainly seems that the trend of growing families translates into growing accounts for 3fold. With exciting new clients added to the fold in 2014, it’s been a great year – and it’s only March.

This is no coincidence, just what is the reason behind the 3fold fertility boom? Could it be the water? Maybe the beer? This 3folder isn’t ready to find out.

With that said, you don’t have to get pregnant to celebrate what makes 3fold so great. But… enter at your own risk.

Empty Bowls
By @ 02/28/14 in Community, Everything, Nonprofit Focus, Our Culture

We are so proud to have won a gold Addy this year from the Sacramento Ad Club! Thanks to the amazing work of our 3fold team and Franklin Pictures with the video production, the PSA spot we created for last year’s Empty Bowls event for the River City Food Bank helped sell tickets and raise much-needed money for a great cause. The award is just a bonus (but an appreciated one). Check out the spot below…and get your tickets for this year’s event, taking place March 10 and 11!

By @ 01/24/14 in Everything, Our Culture
“How would you like a job where, every time you make a mistake, a big red light goes on and 18,000 people boo?”

—Jacques Plante (Hockey Hall of Fame Goaltender)

You can learn a lot from a goalie. Patience. Instincts. Amnesia (or at least how to forget your bad days). There are very few positions or professions that require such a unique blend of physical ability (flexibility, quick reflexes, etc.) and mental agility (visualization, concentration, etc.). Not to mention it’s an isolated position on a team, which, if you think about it, is similar to a lot of jobs.

But what can you learn from a goalie’s stick? A lot.

In the Spring of 2000, I was a Manager of Broadcasting for the Phoenix Coyotes of the National Hockey League. I was producing radio and editing video for TV and in-arena entertainment. Since my edit station was in the Strength and Conditioning Coach’s office, the team had become aware of my passion for video editing. So, as the playoffs approached, the Coyotes Goaltending Coach, Benoit Allaire, paid me a visit to ask me to produce a pump-up video for Sean Burke, the Coyotes top goaltender, in hopes of further inspiring him and positively impacting the team’s performance.

burkeThe result was a 4:16 compendium of Sean’s distinguished career (to that point) synchronized to his favorite song at the time, “Otherside” by the Red Hot Chili Peppers. Coach Allaire was blown away, as was Sean, who, as I learned later, was even more excited to repeat the excellence showcased in the video.

And of course, this video led to great success for Sean and the Coyotes during the playoffs! Alright, it didn’t. The Coyotes lost in the first round to Colorado and my dreams of being the Stanley Cup Champion’s secret weapon vanished in five games.

But shortly after the season, Coach Allaire found me at my edit station and handed me a personalized Sean Burke game-used goalie stick inscribed, “To Craig, Thank you for the professional job…”

Since, that stick has been displayed prominently in my office, acting as a constant reminder of 3 valuable lessons:

  1. “Don’t do it to get it done…do it to get it done right.”

    Every time I look at that stick, I am reminded of how much effort I put into making that video. It’s easy to do the bare minimum–I could’ve easily compiled 4:16 of Sean’s saves from that year (he was pretty damn good!) or even just cut the song down to 2 minutes–but then it would have always been incomplete. Acceptable, but not right. Not something to inspire pride.

  2. “Recognize extra effort with something extra meaningful.”

    When a season ends, especially with a loss in the playoffs, players and coaches scatter. They’re disappointed. They’re distraught. But sometime between that final game and the team’s mass exodus, Coach Allaire and Sean took a moment and decided that they wanted to recognize my extra effort. Something as simple as writing a personal message recognizing someone’s contributions goes a long way, and can come back in spades down the road. A small investment from you can be extra meaningful for someone else.

  3. “Save (and savor) the important stuff.”

    If I could, I would link the video to this blog. But I can’t. The video never made it onto any of my save tapes, and I regret the loss. When you put your heart and soul into something, save it. You’ll be glad you did, and it can be an important reminder to keep you going, especially on those inevitable bad days.

By @ 01/23/14 in Community, Everything, Our Culture

It’s no secret that bacon makes a great addition to any menu. The luscious, lingering flavors of this beloved cured meat has ignited an entire sub-culture devoted to infusing the visceral flavor profile into everyday options.  While not your normal bacon fanatic, this week’s Bacon Fest celebration of this artery-clogging obsession just looks like too much fun to miss. Lucky for me, this year Ten22 is marking this annual celebration with some of their best bacon and booze libations yet! READ THE POST

By @ 01/14/14 in Everything, Our Culture

It was the fall 2002, nearly midnight, and I was entrenched in an 8-hour video edit at the Arizona Cardinals Training Facility when Head Coach Dave McGinnis walked in to see how things were going.

We started to chat and I asked him a simple question, one I assumed had a complex answer: “Coach, what does it take to win in the NFL? Willpower? Teamwork? Culture?”

With his West Texas accent in full force, he told me it was the easiest question of all time. “To win in the NFL, it takes TALENT. All the other stuff like hard work, chemistry and willpower don’t mean squat without TALENT.”

Twelve years later and it’s a lesson I still remember.

As no team has won a Super Bowl without TALENT, no agency develops amazing creative without TALENT. I’m also betting not a single championship game win or award winning creative campaign began with a subpar work ethic and bad attitude. The need for TALENT is absolutely paramount.

Today, we formally announced our search for an Art Director, a critical position here at 3fold.

Sure, the job posting includes the normal competencies, requirements and experience levels, as well as the value-adds like work ethic, experience and attitude. But, with Coach’s answer still echoing in my mind, I know the true test for 3fold’s next Art Director hire will focus on TALENT.

But what does talent really mean? Merriam-Webster keeps it simple, defining talent as: “A special ability that allows someone to do something well.”

It’s in the breaking down of those “special abilities” that magic lies. Whether we’re talking football players or art directors (or any other position really), I’ve learned to identify talent as one (or more) of three buckets.

  1. Raw Talent:

    “What you’re born with.”
    Football: Size. Speed. Strength. Combine stuff.
    Art Director: Natural eye for composition. Intrinsic sense of story.

  2. Learned Talent:

    “What you learn and retain.”
    Football: Post routes and hitting the A-gap.
    Art Director: Adobe Creative Suite. Bootstrap. Organized Brainstorm.

  3. Soul Talent:

    “How you fuse and apply your raw and learned talent together.”
    Football: Ability to react and perform in a split second.
    Art Director: Ability to solicit an emotion and/or tell a story in a body of work or design.

All three categories have incredible value. Raw talent, especially if malleable and coachable, can be shaped into power. Learned talent brings greater consistency, which creates exponential opportunity. Soul talent, if abundant, is what makes superstars and megastars. Identifying what “special abilities” a person possesses in each bucket and harnessing them with the rest of the team is the game-changer.

So, as I search to draft a superstar Art Director, capable of creating game-changing impact like Lawrence Taylor, equipped with the technical precision of Jerry Rice, and eager for Tom Brady-like success, I can definitively say that it will all start with one thing—TALENT.