March 8, 2011 | Author: Tim Williams
Welcome to the age of the specialist. Mass markets have given way to very specialized, hyper-fragmented markets. Mass media is fragmented into literally millions of specialized media, with hundreds of thousands of new channels being created every day. Mass audiences can now be segmented not...
January 31, 2011 | Author: Tim Williams
Some agency executives bristle at the idea that their work is becoming “commoditized” by clients. Admittedly, “commoditized” is a strong word. So “devalued” if you prefer. The simple truth is that clients won’t pay much for what they consider to be widely-available services, and its killing...
January 25, 2011 | Author: Tim Williams
“The essence of positioning is sacrifice” is an axiom that has guided many professional service firm transformations. Sacrifice can also be characterized as “trade-offs.” Every strategic decision you make about the direction of your firm involves some sort of trade off. Increasing salaries may...
October 19, 2010 | Author: Tim Williams
Companies of all stripes make the mistake of assuming that narrow is the same thing as small; that if you’re focused in one area, you somehow limit your growth potential.
While seemingly logical, this is simply not true. Of the top 25 advertising agencies in America, more than half are...
September 30, 2010 | Author: Tim Williams
Statistically speaking, the concept of “average” means that you fall right in the middle of the bell curve. No company wants to be thought of as just average, yet that is precisely where their undifferentiated business strategy places them—in the center of the curve. The most interesting and...
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