Rebuilding Your Business Model

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Rebuilding Your Business Model

Most leaders have never stopped to consciously identify, examine and modernize the interlocking pieces of their business model framework. In truth, precious few leaders of professional firms could even map the elements of their business model on a piece of paper. So when we see headlines about “the death of the agency business model,” the issue is more a matter of benign neglect than mismanagement …

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You're Not Overservicing, You're Underscoping

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You're Not Overservicing, You're Underscoping

If your internal teams are continually raising the red flag about projects that are “over estimate,” this is almost always a misdiagnosis of the problem.  The vast majority of agency assignments haven’t been properly scoped…

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How to Be a Price Maker Instead of a Price Taker

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How to Be a Price Maker Instead of a Price Taker

Most firms feel they’re stuck on a treadmill when it comes to agency compensation. Actually, it’s more of a time warp. That’s because the cost-plus model employed in most agency-client agreements dates back to the early days of the industrial age …

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You Don’t Sell Your Own Product as Well as You Sell Your Client’s

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You Don’t Sell Your Own Product as Well as You Sell Your Client’s

It’s a curious fact that advertising agencies don’t know much about selling — at least when it comes to selling their own brand. Even though agency professionals show good sense (and sometimes sheer brilliance) when crafting messaging strategies for their clients, this is rarely applied to how they market themselves…

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An Open Letter to Marketers: Caveat Emptor

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An Open Letter to Marketers: Caveat Emptor

“Buyer beware” might also be described as “sold as is” — a warning about deals that seem too good to be true. Given the power currently ceded to procurement professionals inside client organizations, “caveat emptor” applies to agency-client relationships more than ever before...

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