I’ve been thinking a lot about origin stories lately.
Each of us us a sum of the people and experiences that shaped us early on. It’s that combination of influences that create something unique. I’m a sarcastic, single malt Scotch drinking, Disney lover because of my Dad. I’m a music loving, bear hugging teacher because of my Mom. I’m a voracious reader because of an early teacher, Mrs. Vandiver.
All of those (and many other) truths add up to make a one of a kind human being. A person I can’t really deny or hide. It’s just who I am. The more boldly I own that — the more authentic and unique I am to others.
That’s true for our agencies as well. When we stop using the generic (full service, integrated agency) language that makes us sound like everyone else and really hone in on what makes us unique — we stand out. Every agency has a well-earned point of view that influences how they work and who they serve best.
Unfortunately, many agencies don’t drill down deep enough to discover that point of view or unique position. I wrote a story for Forbes on how an agency can define what makes them different from all of their competitors.
What’s keeping you from taking a stand? Why not embrace what your agency is truly all about?
This was originally published in the weekly AMI newsletter. To subscribe, click here.
