You Get The Agency You Deserve
Over the past few years, I have asked over one hundred marketing heads, CMOs, CEOs, and various business leaders one very simple question:
"Did you ever train on how to be an effective client for an agency or services partner?"
I chose this question because it provided no space to hide. This question was purposely worded not to judge their intention (i.e., Do you care about your agency and consultancy partners?), but to honestly ask them just that. The question is also powerful because it provides a lot of room for introspection.
Just about every colleague replied, after a brief pause, some version of ”nope, I did not.” After contemplating my question, sometimes staring awkwardly into space, similar versions of these three answers kept getting repeated.