mike arauz's 5 rules for digital agencies
A new business model for digital agencies? We've been loving this article 'A new business model for digital agencies' by Mike Arauz from Undercurrent New York (seems he is a colleague of our other current fave rave, Bud Caddell).
Mike has encapsulated nicely some of the same things we have been talking about round Geronimo towers for a wee while to avoid the pitfalls of what David Armano described as 'The Wheel of Marketing Misfortune' and principally the dangers of 'death by big idea' and stuff like 'flashturbation'.
Here's his 5 point plan summarised:
Rule 1: If it can't be done quickly and cheaply, it's not an option.
...you should be able to launch up to 20 small digital experiences each week.
(me - lofty goal - but keep 'em 'on-point' and it's do-able)
Rule 2: Make a lot of pots.
'A ceramics professor comes in on the first day of class and divides the students into two sections. He tells one half of the class that their final grade will be based exclusively on the volume of their production; the more they make, the better their grade. The professor tells the other half of the class that they will be graded more traditionally, based solely on the quality of their best piece. At the end of the semester, the professor discovered that the students who were focused on making as many pots as possible also ended up creating the best pots, much better than the pots made by the students who spent all semester trying to create that one perfect pot.
(me - yep, i'll have that)
Rule 3: Sell ideas, not things.
When this agency pitches clients, you don't pitch one big idea, you pitch the first 10 small ideas...These ideas will each be designed to spread your message, attract the attention of your desired audience, build relationships, and compel action, if applicable.
(me - wahey! - totally)
Rule 4: Everything launches, the client gets to buy the hits.
No one can predict which idea is going to become and internet sensation. And not every potential hit will get approved by the client's legal or PR department. These concerns don't matter because you're going to launch every good idea you come up with...If they don't want it, the agency can either take it for themselves or kill it.
(me - straight out of 'screw it let's do it' - spot on)
Rule 5: Phase 2 - Everything is iterative.
Work on all of these select projects using an agile process, making small changes as you go. There's no finish line, there's just one improvement after another.
(me - your mantra should be 'test and learn, test and learn, test and learn...')
