The Innoficiency Principle with Blair Enns
The Soul of Enterprise: Business in the Knowledge Economy
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How to Move Off Brand Issues and Start Working on Category Issues
I want to ask you about two other things that Roy has to do. He said, we have agencies have to move off brand issues and start working on category issues. That blew my mind too. I didn't immediately see the application of it. Two days later, I realized I just had a meeting with one of our clients. And they used to be a generalist agency. They specialize in a vertical. They saw this recurring problem in the vertical. The revenue for that agency has eclipsed revenue from all other clients and it will continue to grow. It's my contention player. subscription model gets us back to the relationship, both parties. But we can talk about that after
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