Future Agency Archetypes.
Predicting the future is a tricky thing, though clients ask us to do it with...
Future Agency Archetypes.
Predicting the future is a tricky thing, though clients ask us to do it with some regularity. Gaining inspiration from the attached article (which I found light on real innovation), I've taken my own stab at developing three archetypes for future agencies.
* Innogrative: That's a mashup up innovative and integrative. I see the real power in blending of the two, taking innovative things (e.g. Internet of Things), a company's goal (e.g. sell more stuff) and merging them together (drone-delivery not to where you live, but to where you are) to disrupt the marketplace.
* Commoditizing: Most things we do as an agency today will be automated tomorrow. Yes, even that thing you can't be automated will be, and that will drive the cost down. There's still plenty of money to be made on low profit margin services if you can make it up in volume.
* Enabling: All this cool stuff? Yeah, it takes smart people to make it happen. For a while, agencies can help clients by doing it for them. But the bigger opportunity lies with those agencies dedicated to enabling companies to make those things happen on their own, with internal resources. Bad news for long term relationships? Not if your agency lives on the far left of the Technology Adoption Curve, and you specialize in getting people of the chasm.
What three types do you see emerging as our industry continues to go through non-stop change?
Predicting the future is a tricky thing, though clients ask us to do it with some regularity. Gaining inspiration from the attached article (which I found light on real innovation), I've taken my own stab at developing three archetypes for future agencies.
* Innogrative: That's a mashup up innovative and integrative. I see the real power in blending of the two, taking innovative things (e.g. Internet of Things), a company's goal (e.g. sell more stuff) and merging them together (drone-delivery not to where you live, but to where you are) to disrupt the marketplace.
* Commoditizing: Most things we do as an agency today will be automated tomorrow. Yes, even that thing you can't be automated will be, and that will drive the cost down. There's still plenty of money to be made on low profit margin services if you can make it up in volume.
* Enabling: All this cool stuff? Yeah, it takes smart people to make it happen. For a while, agencies can help clients by doing it for them. But the bigger opportunity lies with those agencies dedicated to enabling companies to make those things happen on their own, with internal resources. Bad news for long term relationships? Not if your agency lives on the far left of the Technology Adoption Curve, and you specialize in getting people of the chasm.
What three types do you see emerging as our industry continues to go through non-stop change?
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