As usual, Bart Cleveland has nailed it with another entry on AdAge's Small Agency Diary. In his most recent post, Cleveland communicates the importance of differentiation - true differentiation - in an industry that is sometimes seen to possess an overabundance of commoditized thinking and a lack of innovation.
More specifically, he outlines the premise that differentiation is about more than cleverly packaging an agency and its services for mass consumption. It's about finding a path for your agency, understanding the values of your clients and prospects, determining whether you can truly help them, keeping to your strategic vision, dedicating yourself to constant innovation in support of it, and being willing to take risks which may include turning down business not suited for your long-term goals. All in all, not an easy thing, but well worth it.
Read the article here: http://adage.com/smallagency/post?article_id=138887
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