From this day forward, Flight Control will be known by two words: Tough and Competent. Tough means we are forever accountable for what we do or what we fail to do. We will never again compromise our responsibilities. Every time we walk into Mission Control we will know what we stand for. Competent means we will never take anything for granted. We will never be found short in our knowledge and in our skills.
Gene Kranz, 30 January 1967
You have or are part of an organisation. That organisation is differentiated in its brand by the positioning of the outcomes it produces. Those outcomes are the result of processes, and those processes are composed of units of work. You need to ensure that every interaction end-users have with at those levels of your business delivers a clear, unified, and positive experience.
Most companies assume they're consistently giving customers what they want. Usually, they're kidding themselves. When we recently surveyed 362 firms, we found that 80% believed they delivered a "superior experience" to their customers. But when we then asked customers about their own perceptions, we heard a very different story. They said that only 8% of companies were really delivering.
Closing the delivery gap, Bain & Company
Let's imagine you're something like the National Trust. Your work and processes are analagous to your competitors, but with subtly different outcomes and differentiators. But how your customers experience that needs to be well-defined and planned strategically to build brand affinity in the minds of your customers.
Planning and optimising those touch points and the experiences they deliver is what we do. It's why we're different to...
The Current Media Landscape
We accepted multiple viewability metrics, publishers reporting with no verification, outdated agency contracts and fraud threats with the somewhat delusional thought that digital is different and that we were getting ahead of the digital curve. We've come to our senses and realised there is no sustainable advantage in a complicated, non-transparent, inefficient and fraudulent media supply chain.
Marc Pritchard, P&G Chief Brand Officer
We certainly are going to be a little bit more disciplined as we think about how we want to spend our money. Again, we did not see the kind of returns that we had hoped for and, in fact, it basically took our spending away from some of the other longer-term equity-building activities.
Irene Rosenfeld, CEO Mondelēz International
This is the result of agencies and consultancies optimising around the Pareto's law; looking to do 20% of the work whilst delivering 80% of the value. Work that involves five agencies has, at the end, 33% of an initially excellent idea.
These practices cannot last and will only result eventually in poor financial performance and further consolidation, the premium being on long-term profitable growth. Our industry may be in danger of losing the plot.
Sir Martin Sorrell
How We Serve
In a world where everyone tells you to move fast and break stuff, we believe in the slow, steady return of small gains made at every point of interaction. It might be old-fashioned, but we believe it's even more relevant now than ever.
- Consultancy should mean strategic planning, lasting creative, consultative discussions and useful reporting
- Building brand affinity and loyalty matters to have a business that lasts more than selling today to boost the next quarterly report, and
- Consulting relationships should deliver long-term impact through the compound effect of marginal gains
If You Believe That Too...
You should probably get in touch. We'd love to work with you.