Why your agency positioning strategy should not be based on facts

January 31, 2012 | Author: Tim Williams

When it comes to your agency’s business strategy (positioning), the best place to start is to make sure you’ve struck the right balance between authenticity
and aspiration.

An agency positioning that’s too authentic is too backward-looking, too focused on where the business was instead of...

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Be a market maker, not a follower

January 16, 2012 | Author: Tim Williams

As a professional services firm, the ultimate business strategy is to not just be a category leader, but to create a new category; to be a category of one.  The most powerful positionings create a new market, in which you are the leading – and only – provider.

Of course this isn’t easy. ...

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Start billing for what you really sell

January 4, 2012 | Author: Tim Williams

In groups of agency professionals around the world I have often asked the question, “What do clients really buy from your agency?” Their answers usually include things like “Solutions to marketing problems,” “Insights and innovation,” “Expertise,” and “Successful marketplace outcomes.”  Not a...

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