Our continued refusal to focus on our strengths comes down to two things:

Capability and Commitment.

The job of the agency marketing team is to amplify the work and thinking being done by their billable teammates.

That’s it.

Half my brain was already doing mental calculations on commission and payout structure.

The other half of my brain knew we would never win the deal.

I sent off the proposal.

How you tell your agency’s story matters.

It has to be quick. It has to be relevant. And for god’s sake, it has to be different. 

Identifying your agency’s niche is not the hard part of positioning. The hard part is taking that knowledge and turning it into something meaningful and real.