#5: As the marketing industry shifts, focus on your goals

[shaownhasane]

Think of innovation as a tool to support your value creation, rather than an end in itself. It’s easy to think that robots will take over our jobs, but people still need to be able to use these tools effectively—they need to deploy, monitor, operate, and understand them. Katie believes that tools are only as good as the hand you put them in, so focus on laos email list your purpose first.

There are always threats, whether from technology, other marketing agencies, or applications that are in the same business as you currently are. For example, Matter 7 used to be a broader branding agency, now they're a software company where anyone can type in a few keywords and a complete brand image pops up. Ask yourself, what is the best way I can provide value? What tools can I provide? Don’t be afraid of disruption, look for opportunities.

As a value economy business, what does artificial intelligence mean to the people you serve? Matter 7 specializes in high-trust companies—consultants, agencies, lawyers, nonprofits—that are at an inflection point—people you have to trust in order to buy their product. Therefore, their customers want to know that the responses they receive do not sound like they are coming from a bot. Position your agency in a way that fosters trust and genuine relationships.

If you are launching a new agency and want to take a value-driven approach, start by identifying potential clients as specifically as possible. Who do you serve? The more specific you are, the more specific the value you offer, the words you use, the strategies you employ, etc. Focusing on a niche can make your value proposition more obvious.