'Let's believe that we are good'

Everyone gets their share of business strife, writes MindShare's global CEO, but controlling costs and winning business shouldn't limit the industry's appetite for adventure.

Douglas Coupland says everyone eventually has an equal share of human woe. I don’t believe that. I do though believe that everyone gets their fair share of business strife, if cost cutting and the endless merry-go-round of pitches is any example.

A friend once told me that business is fundamentally entropic. The very act of going into the office and stopping the business spiraling into decay is an achievement in itself. We have to both continually halt the entropy and build and create new things. If you run a business you have to believe everything is possible and that the rules don't apply to you.

In our world, where we can in theory map all humankind and everything is a medium, there is nothing we shouldn’t be thinking about, tinkering with, creating or anticipating.

And that is the key, that is why we do the job, we want to create new things, buy companies, shape futures, leave legacies, have fun and believe you can do anything.

If that's the case, let's have a pact, let's create an industry body that believes in invention and fights for a higher standard. Let’s say no to every crazy auction and media pitch out there; let’s have the courage of our convictions that media is the best and most dynamic business there is, and sell that, and believe in it.

Media is the driving force of our business, it is the delivery point of all work streams; client, content and vendor. We need to speak everyone’s language, not just media. The opportunity is to connect and energize those around you, not try to change our service or our pricing for every pitch. Great coaches and teams have a philosophy – play our way or play on another team. We need the same approach: Buy us and work with us our way or choose another.

Distinction is a dying breed. Let’s believe that we are good, that we can harness data and invent new platforms and products from real time data. Data-led insight and invention that leads to effective and breakthrough implementation will define a successful new breed of agency.  Let’s not always just try to buy cheaper than someone else and undermine our whole business. Let's believe in a new way of working, rooted in fast-moving data that is adaptive and fed by a merciless pursuit of data quality fusing CRM style standards with brand imagination.  Let’s believe that we can do anything and change our world.

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