Call Off the Quest: This Single, Magical Question is the Holy Grail of Ad Agency Success

Posted By on May 3, 2017 in Insights | 0 comments



“Is what we’re doing at this moment going to make the work better?”

That’s the question.

THE question.

Whether you work in your agency’s c-suite or in the mail room, using this question as your one-and-only decision-making filter (seriously, it’s all you need) will ensure you make the best possible decisions close to 100% of the time in close to 100% of situations.

Put plainly, when evaluating efforts through the lens of this question:

  1. If the answer is “yes” – continuing your efforts should be a no-brainer
  2. If the answer is “no” – you are likely involved in an action you may want to rethink
  3. If the answer is “no” but you choose to continue the action in question anyway – at least you will be taking that action more aware of its potential consequences and, hopefully, be better prepared to deal with issues that may arise from your decision

“Is what we’re doing at this moment going to make the work better?”

This unassuming little query is a key to helping any agency build and maintain a high-performance environment. That’s because an agency self-aware enough to put this question at the center of its culture, naturally attracts the right people – those with high levels of talent and skill who measure success by getting things done.

This question is so simple. So fundamental. So essential. Go on, say it to yourself:

“Is what we’re doing at this moment going to make the work better?”

It provides direction. Brings clarity. Removes doubt. Creates common cause. Compels smart decisions. Frames relationships.

Internally, it heralds meritocracy (the type of organization your best people desire) because it reaffirms the high value you place on talent and commitment. At the same time, it vastly decreases the currency value of gossip and office politics, nudging those who traffic in destructive behavior to seek their futures elsewhere.

Externally, in terms of relationships with current and potential clients, it helps clearly articulate the type of character that defines your shop. If you truly believe in the veracity of this question, you will always be the kind of agency brand marketing teams desire.

“Is what we’re doing at this moment going to make the work better?”

From a client perspective, any agency that evaluates itself by its answers to this question is (unquestionably) a place steeped in characteristics desired by serious brands, among them:

  • Belief in own-able strategy
  • Commitment to distinctive work
  • Development of collaborative relationships
  • Proactivity
  • Efficiency
  • Continual improvement

“Is what we’re doing at this moment going to make the work better?”

In the ad agency business, today’s smartest shops know it is much more than a question.

It’s the answer.

Note: This article first appeared on LinkedIn. View the original here, and be sure to follow us

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