We have seen far too many organizations select a partner based on pretty and popular rather than for being effective. Just think of it, nearly every proposal or RFP asks for samples of work (how pretty can they be) and client references (what big name clients are on their list). Here are a few things to think about when putting too much emphasis on these elements.
Don’t get us wrong, we want things to be pretty as much the next person. Pretty can help things be more effective. But pretty can’t make bad strategy, or no strategy at all, be effective. Would you pick a spouse solely on looks and popularity? Not if you want to be happy long term (e.g., increasing revenues). Spend time talking and asking questions focused around a firm’s effectiveness and their thinking when it comes to your organization's challenges.
We've seen organizations hire a firm based on a beauty contest or an agency’s client list and not on the how well the agency is positioned to deliver the best ideas for their particular challenge. It’s normal to want your company to look pretty and have the comfort in knowing “if XYZ Fortune 500 company chose them they must be good.“ But in reality, you need to be sure the overall strategy will bring success.
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