Like all humans, we business executives are subject to what behaviorists call “confirmation bias.” Nowhere is this dynamic displayed more prominently than in professionals’ perception of how well their firm is differentiated from rivals.
(Click headline to read full article.)
It's appropriate that in the new agency ecosystem that emphasizes best-in-class providers of traditional "full-service" firms, today's clients have a set of world-class expectations of their agencies.
When the term “omni-channel” first appeared in the pages of the business press, it was meant to describe how consumers move seamlessly among all retail environments, from physical to virtual. But soon ad agencies commandeered the expression, and now “omni-channel” has earned a place on many agency websites right alongside other claims like “360-degree thinking.
What are the key criteria you use when looking for prospective clients? More importantly, what criteria are your key prospects using when they’re looking for you?
Despite decades of books and literature supporting the importance and value of a clear, well-defined focus, most business firms persist in trying to be a little bit of everything to everyone. These organizations not only lack an understanding of strategy (deciding what you are not), but actively resist the idea of focusing on a select number of competencies or markets.
Since every agency on the planet is now apparently in the business of “brand storytelling,” perhaps it’s time for agencies to spend some time making their own stories more interesting and compelling. Storytelling has catapulted onto the business stage because we’ve learned that stories are inherently more interesting to people than bullet-point lists of facts that populate so many agency websites.