Another month is in the books, and as summer gets into full swing things seem to be simultaneously slow and busy. We’ve got vacations and events, activities and the occasional afternoon nap. At the Bureau we’re in full event season, with lots of amazing activities coming up. I’m also sending out a free weekly newsletter with helpful information every week for shops of all sizes. I hope you’ll sign up for that newsletter here to get the full impact.
But if you’re running around too busy to read everything in your inbox, here’s a summary of what we’ve been discussing in May.
Are You Taking the Easy Way Out with AI?
This is our intervention moment, and it’s time to ask yourself a tough question: Are you using AI to help you do better work, or to make things easier? After all, you can get these tools to spit out quick and reasonable content if that’s what you want. But “passable content” is no longer what clients want from you. To make AI work for you rather than instead of you, keep these tips in mind:
Use it for menial tasks like note taking or creating a draft, not for final work. Use the time savings to generate new ideas and make new connections that technology can’t.
Be the nanny, and always take a step back to evaluate what AI creates. It’s okay to veto what it does if it doesn’t seem like what you want.
Keep that weird and unique perspective you have to offer. Don’t let AI turn you into something generic. Make space to maintain the mystery.
Business Development Optimism
Take a deep breath, because there are some signs that the slowdown is starting to end. Like the first shoots of spring peeking through the soil, there are tentative signs that the worst of the winter might be over. Across the Bureau there are encouraging signs, from more inquiries to sales pipelines moving along, to successful in-person events. Small projects are making their way across the finish line, and there are a lot of nibbles on the line. Mixed metaphors aside, things are looking up for agencies. It’s not full-on party time, but we can breathe just a little bit easier.
The Next Generation of Clients
It’s finally happening – smart and capable clients are no longer looking at you as a vending machine to deliver x product at x time. Now they are coming to you with a better understanding of expectations and possibilities. How are you responding?
The new client relationship is based on trust and mutual understanding. That means you need to bring them into your process and be collaborators instead of just content generators. Your role now is as a knowledge expert. You can guide them to ask the best questions to lead to the desired result, and give them the context of the bigger picture. Think strategy instead of just deliverables. Make them partners.
Let’s Get Dangerous
Just a little 90s shoutout for anyone out there who is as old as I am. But back in the Wild West of the Internet, we were out there just doing things because we didn’t know it was impossible. We had a spirit of innovation and were too stubborn to know when to quit. But somewhere along the way we traded in our Vans for wingtips (with orthotic inserts).
Let’s try to rekindle some of that pioneering spirit! Take a step back and look at what you believe now compared to when you started. Are you being curious, or just complacent because “that’s the way things are done now”? Try looking at some of your processes with a fresh perspective and see if that’s how you would do it if you were starting over. Try something new, even if it’s frightening. And make sure to invest in your people just as if it were the old days and you were building from the ground up. You might rediscover that passion you thought you had lost.
The Shift because of AI
By now we’re thinking about how we will do things differently with AI, but what about the other pieces of the puzzle? Are you taking a 30,000-foot view so you can see what’s coming up? Our clients want us to set them up for future success, not a quick hit. You’re creating systems to ensure ongoing success. Your teams need to be built around capabilities, including a blend of human and AI skills. Even our billing is moving from a static model to shared success and risk. We’re holding each other accountable and helping clients build confidence in their space. The tools are still developing, but we’ve started on this path and not going back.
That does it for this month. I hope you’re enjoying the sunshine, and again I hope you’ll check out the newsletter for yourself and decide if it has value for you. Otherwise, I’ll see you back here again in July!