Once your agency is seen as tangibly different by your ideal clients, everything changes. You create what we call a ‘Market of One‘. In effect, you become the leader in a category defined by your own unique expertise.
This deep and lasting competitive advantage transforms your commercial performance. And if you’re curious by exactly how much, you can explore our Business Case Calculator.
That said, the case for creating your Market of One extends well beyond just your commercials. You’ll also enjoy a virtuous circle of business-wide benefits.
Life in a Market of One
The following qualities give you a sense of what life can be like as an agency in a Market of One.
- Client impact – When you describe what you offer, clients lean in. Instead of radio silence after creds meetings, your offer informs their agenda and uncovers immediate opportunities. And once you’re delivering results, it’s far harder for other agencies to find an opening.
- New-business – You have more leads, win more often and convert opportunities faster. And because clients need what you have, they treat you like an expert and demand your best work.
- Profit – You charge what you’re worth and operate more efficiently. By leveraging your uniqueness, you can price in a way that avoids over-servicing and delivers healthy margins.
- Talent – Great people are easier to find and retain. You become a beacon for the best talent in the market, and you have the resources to reward them well and protect them from burnout. And if they work for you, they’re not working for your competitors.
- Clarity – Everyone knows who you are and what you stand for. That includes you, your leadership team, your people, your clients and your prospects, not to mention the trade press and other industry stakeholders.
- Alignment – Your leadership team is on the same page. Instead of endless discussions about what to do, your board meetings are focused on real progress towards agreed outcomes. Likewise, your team know their roles and operate with shared values.
- Confidence – As an organisation, you’re aware of the value of your expertise. Your people feel empowered to lead their client conversations and fearlessly offer their informed advice.
- Work – With top talent, a strong culture and trusted client relationships, you can focus more on your work, and approach it with greater clarity and belief.
As you can imagine, each of these benefits supports the others – especially happy people doing better work, which creates more satisfied clients.
Take action
Happily, your agency will no doubt already be experiencing some of these benefits to one degree or another. But the key is to develop and execute a highly focused plan for consistently achieving them all.
A good first step is to understand exactly where you’re at. Our Diagnostic Questionnaire unpacks the core principles of creating your Market of One, giving you tailored report that includes guidance on where to focus.
And of course once you’re ready to discuss creating your Market of One, then get in touch.