Doesn’t strategy drive you crazy?
“You guys just do pure strategy, so it must drive you crazy that you think about stuff up in the clouds all day and then nothing gets done? Or if it does get done, it’s executed poorly?”
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First off, I think there are people who are very hands-on, and people who are very minds-on. Hands-on people need to create, it’s not enough for them to imagine. Minds-on people need to explore/learn and are happy to go off to wonderland purely for the joy of using their noggin. The world needs both (think Einstein vs. Doc Brown), and sometimes, you’ll meet someone that can wear both hats.
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And that’s the fundamental reason that I believe our people are not frustrated beyond belief to work in and around digital strategy all day, every day. Because while many interactive agencies (and agencies in general) are in business to make STUFF for their clients, I think we are in business to make CHANGE at our clients.
It’s really hard to spot it, especially if you’ve only been consulting with a brand for a few months, but the relentless presentation of sound strategy, good ideas that focus on every aspect of their business, and a digital worldview that offers them a chance to look at the world differently, can change a brand and its brand team forever.
So hey, if they don’t build our idea of the moment, that’s okay. I’m just hoping they buy our point of view for the decade ahead. You know?
Strategy is a long fraught process that usually sucks between the halfway point and the three quarter point, but once you get past the hump of angst, you create something awesome
