The agency market isn’t oversupplied, it’s just under-differentiated.
A five-part manifesto for lasting change, Market of One describes how to create a future-proofed, high margin agency business. By breaking the unwritten rules of positioning, culture and sales, you can inspire your people, attract your ideal clients and be the envy of your competitors.
Consultant, executive coach and speaker, Marketing Week columnist and CEO of Co:definery, Robin Bonn combines his customary wisdom and humour to inspire agency leaders to transform from embattled and exhausted, to empowered and fulfilled.
This step-by-step guide is essential reading for the leaders of agencies of all sizes, disciplines and geographies. It’s your opportunity to take responsibility for the future of your business, its performance and your people.
‘Physician, Heal Thyself!’ Market of One is a long overdue challenge to why an industry which prides itself on differentiating its clients’ brands is so averse to differentiating its own. – Rory Sutherland, Vice Chairman Ogilvy UK
The best way to beat the competition is to not have any – to find a space no-one else can occupy. Market of One is a roadmap to get your agency to that rarefied place. – Greg Hahn, Co-Founder, Mischief @ No Fixed Address
Table of Content
Part 1 – The Big Reframe. Who’s the unicorn in your market?
- Behaving like a leader
- What is a Market of One?
- What’s stopping you from being in a Market of One?
- Your market isn’t oversupplied, it’s just under-differentiated.
- Does the world need another agency?
- Solving the perennial problems
- Stop blaming the client
- Adapt or die
Part 2 – Take Responsibility False idols and a lack of innovation
- Physician heal thyself
- How you can take responsibility
- The Unlocked Boardroom
- From Full-Service to Full Suite
- Rethink specialisation
Part 3 – The 5 steps to create your Market of One
- The recipe for creating your Market of One
- Step 1 – Believe in better
- Step 2 – Define your destination
- Step 3 – Strategy not strapline
- Step 4 – Inspire don’t persuade
- Step 5 – Commit to change
Part 4 – Conclusion / Call to action
- It’s decision time
- Starting your journey
- Cultivating your Market of One
Appendices / Call to action
How you can work with Co:definery
Ways to stay in touch
About the author
Robin Bonn is the CEO of Co:definery, a specialist consulting and coaching business that’s helped over 120 agencies create their own ‘Market of One’ – enabling them to accelerate growth, command a premium and attract the best talent in the market.
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