Essential Reading

Links to must-read articles

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Browse our resources by topic:

• Purpose
  • Discovering and cultivating your purpose
  Does your firm have a sense of purpose that transcends making money?

• Principles
  • Developing and defending your principles
  Does your firm have a set of beliefs that guide its daily business decisions?

• Positioning
  • Developing an effective positioning
  • The argument for a differentiated business strategy
  • Tools for refining and validating your positioning
  Has your firm identified and leveraged its points of relevant differentiation?

• Services and Competencies
  • Agency structure and core competencies
  • Digital marketing
  • Ideation and creative development
  • One-to-one marketing
  • Reputation management
  • Strategic planning and development
  Is your firm delivering excellence and offering the right services for today’s marketplace?

• Structure and Roles
  • Job design, roles and responsibilities
  • Management and leadership
  • Performance planning and career development
  • Policies and internal communication
  • Recruiting and selecting talent
  • Training and professional development
  Does your firm have the right talent to deliver consistently high levels of performance?

• New Business
  • Marketing the agency brand
  • New business development
  Does your firm market its own brand and proactively manage the reputation of its own brand?

• Systems and Processes
  • Intellectual property development and management
  • Software systems and solutions
  • Work processing and workflow management
  How well does your firm manage its processes and workflow?

• Workspace and Resources
  • Digital asset management
  • Offices and workplace design
  • Workplace tools and resources
  Does your firm have a work environment that allows your people do their best work?

• Compensation and Pricing
  • Principles and practices of value pricing
  • Value pricing guides and tools
  Is your firm compensated for the value it creates rather than the hours it works?

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