Episode 146: Developing a digital-first DNA with Chris Aarons

Why do some agencies seem to “get” digital transformation and others struggle to cross that hurdle? Even more puzzling – among the ones who do get it – why are so many of them struggling to make money at it?

These are some of the daunting questions I’m exploring in this episode with my guest Chris Aarons. We all understand that digital transformation is happening. Few understand this as well as he does.

What does it mean for an agency to have digital-first DNA? Chris Aarons’ book Digital Helix explores this idea and I asked him about it when we spoke. Part of this concept is understanding that everything is connected, and a digital asset is never “done” or complete. When we approach our work with that understanding, what we do for and with clients becomes less about putting out emergency fires or checking off the boxes on the latest trend. It becomes about a consistent and constant state of evolution.

Chris believes the larger value we can all offer clients is helping them recognize and embrace that reality and then together, looking out over the horizon and planning for tomorrow’s opportunities rather than focusing on today’s fires.

That’s how we add incredible value and earn our seat at the client’s table. In this episode we talk about how to make that vision a reality for your agency.

What you’ll learn about in this episode:

• The importance of an exploration mindset in moving you and your clients forward
• What it means to operate with a digital-first DNA as an agency
• How to encourage digital-first DNA thinking in your clients
• How to develop ongoing conversations with clients rather than operating from a one-off proposal framework
• Why talking with a client’s customers is at least as important as talking with the clients themselves
• How sales are connective moments – not a journey
• Why identifying the current problem is not the agency’s primary job
• How to be relentless about getting better over time
• When and how organic influencer models can beat the pants off of paid reach