I am fascinated with value creation. Being in the idea business, I like to think that all our ideas are in fact valuable. Of course this is just not true. Yet as “creators on demand” the whole structure of our business relationships with clients is essentially based on having ideas that create value. Yet the value of an idea is not necessarily perceived until the idea has been implemented… by a client who has believed ( takes a risk) in the idea enough to spend money on it. So are we partners or vendors?
Everybody in our business positions themselves to a prospective client (you) as “strategic marketing partners” not merely price-driven vendors who are mindless order takers. Marketing firms of all types message on their sites they are “marketing partners” with their clients. It’s just not true. A partner is someone who shares the risks associated with creating the outcome. If we get paid regardless of the outcome, we are not really partners. So, if we are not marketing partners, does that automatically define us as commoditized vendors – easily replaced providers of lowest-cost-gets-the-gig vanilla services?
From my point of view, “positioning” is simply a place the customer puts you in.
Where and how much perceivable and measurable value our client’s determine we bring to them – determines our position… nothing more. How strong our link is in the client’s value chain will determine where we get “placed” in the client’s mental pecking order. Least we all forget, the customer determines the value. We serve at the client’s pleasure.
In my view, any opportunity to serve a client’s forward momentum and increase their scene is an opportunity to increase ours. We want our work to have an impact on our client’s business in ways that can be seen, felt and measured. Through our service, we want to have an impact, to make a difference, to be of more use value to our clients than we receive in cash value. This idea, in my view, is what makes PULL good, different and valuable.
