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Posted by Steven Noble on July 22, 2008
[Posted by Steven Noble]
Most interactive agencies owe their success to their tenacity, not strategy.
The cornerstone of strategy is focus, and that involves knowing how to say "no". For example:
Offering anything to anyone can be a strategy — but only if you turn every service into a product, drive inefficiency out of every process, and say "no" to personal service. That doesn't sound like many interactive agencies to me.
For most agencies, the first step towards creating a strategy is forcing themselves to decide where they'll say "no" — which market opportunities they won't chase — and relentlessly focusing on the rest.