What Agencies Can Count On in New Business

Change.

I attended a networking luncheon the other day. I do like to network.

One of the panelists came over to me prior to speaking. “Glad to finally meet you,” he said. We never had met before but he knew of me. Maybe my content floating out in the New Normal. I do work at that.

“Likewise my friend,” I responded.

The presentation started.

After he spoke somebody in the audience asked him where he went to network during the question session.

He said, “I don’t network.” A few groans in the air.

He said I only network with my clients. He responded with confidence. He elaborated with stats about his agency’s growth. The bravado of recent success.

During my friend’s response I checked his agency out on Google.

His agency’s LinkedIn Corporate page said they were a company that had 11-50 employees but only 5 employees were on LinkedIn. What do I believe?

When I was an agency puppy, somebody older and smarter and in charge told me you have to grow your agency 20% a year sometimes just to stay even. Stuff happens he told me. I remember his candor and the knowledge written on his face.

Now growing business with your current clients is certainly a sound New Business strategy but it doesn’t predict the future especially in the New Normal. This is the last place that the past predicts the future.

I got home after my networking event and checked my emails.

A person on the client side reached out to me.

His email said he just found out that his company was moving their corporate offices to Georgia this summer so he needed to find a job soon. His email has the frantic worry of future implications for his life.

I immediately thought about my lunch friend’s New Business Strategy. Great intensions in advertising don’t create reality unfortunately.

In New Business passion and folly can be closely aligned.

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