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.
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
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