{"id":30255,"date":"2026-06-25T23:44:19","date_gmt":"2026-06-25T21:44:19","guid":{"rendered":"https:\/\/2budesign.com\/?p=30255"},"modified":"2026-07-02T17:00:35","modified_gmt":"2026-07-02T15:00:35","slug":"generosity-as-a-business-strategy-this-is-how-2bu-design-puts-its-values-into-practice","status":"publish","type":"post","link":"https:\/\/2budesign.com\/en\/magazin\/grosszuegigkeit-als-business-strategie-so-lebt-2bu-design-seine-werte\/","title":{"rendered":"Generosity as a business strategy: how 2bu design puts its values into practice"},"content":{"rendered":"
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Table of Contents<\/h2>\n
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  1. The background: Why referrals deserve more than just a thank you<\/a><\/li>\n
  2. The thought process: three approaches, three logics<\/a><\/li>\n
  3. What came of it: The referral programme<\/a><\/li>\n
  4. The result: support initiatives offering genuine value in return<\/a><\/li>\n
  5. What has become of it: the NGO support project<\/a><\/li>\n
  6. What we deliberately do not cover under \u2013 and why this is important<\/a><\/li>\n
  7. What we have learnt from this<\/a><\/li>\n<\/ol>\n

    The background: Why referrals deserve more than just a thank you<\/h2>\n

    A brand rarely grows through advertising alone<\/strong>. It grows through people telling others about the people they\u2019ve enjoyed working with<\/strong>. We always just went along with it without giving it much thought; when a \u2013 recommendation came along, we were happy \u2013 that was that.<\/p>\n

    At some point, though, we asked ourselves whether that was actually fair. When someone opens up their own network to us and takes a risk in doing so \u2013 after all, they\u2019re putting their own name on the line \u2013 then that\u2019s more than just a footnote. It\u2019s work, even if it doesn\u2019t feel like it. And work that leads to a real project should be rewarded accordingly.<\/p>\n

    This line of thinking did not result in a single programme, but in three \u2013 programmes \u2013 because not every form of support is the same, and because we did not want to treat everything in the same way.<\/p>\n

    The thought process: three approaches, three logics<\/h2>\n

    The more interesting question was not \u201eHow do we say thank you?\", but \u201eWhat exactly are we thanking them for?\" A direct referral leading to a signed project is quite different from an honest Google review. And an honest review is, in turn, quite different from the generosity of an NGO that dares to apply for a free project, even though the competition is fierce.<\/p>\n

    So we have developed three logical frameworks:<\/p>\n