A lot of agencies promote a “proprietary process” for developing effective solutions. But on closer inspection, they’re all basically the same animal with a little extra poofery. Like a bulldog in a ballerina costume.


Naming your process Vision Fission or Market Monkey 2000 won’t make it work. What will is making sure you follow through.


Discover. Plan. Produce. Manage. If you follow through on each phase consistently with the commitment clients deserve, the process doesn’t need spin. And you’ll be too busy working to give it much thought.