We talk a lot in our industry about being brave. We profess to value bravery. We say we’re looking for brands prepared to be brave. We urge our clients to buy brave work. Well, it takes a brave agency to attract a brave client. Bravery begins at home. So … how brave are we ourselves, really?
- Refusing to pitch for a big piece of business you know isn’t the right cultural fit for your agency and will make the lives of your employees hell.
- Walking away from the negotiating table when the compensation being offered won’t even cover your costs, never mind allow you to make a profit.
- Looking around your management team and your boardroom, saying, ‘There isn’t enough diversity in this line-up’, and changing that.
- Pushing back on the holding company in order to do what’s right for the agency.
- Sitting comfortably at the top of the industry having made your millions, and still being prepared to take risks and rock the boat.
How much of that are you seeing at the top of our industry currently? No, I didn’t think so.
Well, here’s the funny thing about bravery—bravery is contagious. Bravery goes viral. Bravery is things everyone can do every day—in ways that will improve output, and that can permeate agency culture from the bottom up.
- Being the most junior person in the room and saying what you really think.
- Standing up for the right thing for the business, not the easy thing.
- Knowing that ‘it’s never been done before’ is precisely why you should do it.
Bravery is deviating from the norm, which is always the most comfortable place to be. That’s why bravery really is creative.
So … how brave are you?