Part 3(of 3) Purpose Principles Positioning Product People Promotion Process Place Performance What Makes Great Agencies Great The Best and All the Rest What Makes Great Agencies Great Tim Williams ignitionconsulting group www.ignitiongroup.com
WHAT SEPARATES THE BEST FROM THE REST They have mastered the art of deciding what not to do.
“An increasingly common condition called “attention deficit trait” is turning steady executives into frenzied underachievers.” Source: Edward M. Hallowell, “Why Smart People Underperform,” Harvard Business Review, January 2005
Office workers interrupted: 56 times per day 80 % of interruptions are trivial Source: John White, Priority Management
Constantly checking e-mail and voice mail temporarily lowers your IQ more than smoking marijuana does. Source: Alan L. Nelson, CRA Inc. in “Fast Company,” October 2005
WHAT SEPARATES THE BEST FROM THE REST They are organized for where our business is going, not where it’s been.
WHAT SEPARATES THE BEST FROM THE REST They show how they’re different.
Top 10 things agencies say about themselves Full service Integrated Wide range of experience Strategic Team approach Creative thinking Senior people Marketing partnership Awards Results
SMITH ADVERTISING is a full-service, integrated marketing communications firm serving a wide range of clients from health care to high technology. From advertising to public relations, we offer comprehensive solutions to every client's need. Do you stand out?
Most common topics in agency self-promotion literature Most common topics clients say they are least interested in
How do you do it? (Do you want to do it?) How long will it take? (How much do you want to do it?) How much will it cost? (What’s it worth to you?) How do you get these other people to do it? (Do you want to do it?) How have others done it? (Are you up to the challenge of doing something that’s never been done before?)
“There is always time to do things that really matter. If we don’t have time to do something, it’s a sign that it doesn’t matter. “If we love going fast, then we need to ask what we are postponing. If we claim that going fast isn’t our choice, but is a dictate of our world, then we have yet to claim our freedom.” Peter Block
This concludes Part 3 (of 3)of this free slideshow version of “The Best and All the Rest” from Ignition Consulting Group. What Makes Great Agencies Great The Best and All the Rest What Makes Great Agencies Great Tim Williams ignitionconsulting group www.ignitiongroup.com
More information about seminars for marketing communications professionals on the Ignition website at www.ignitiongroup.com Please direct inquiries to firstname.lastname@example.org www.ignitiongroup.com