The successful agency of tomorrow will be led by people who cry “better” not “more.” Your clients are paying for having their marketing and communication trepidations resolved effectively, not how fast you solve the problem.

I am not saying deadlines aren’t important and shouldn’t be respected and met. To the contrary, they are and should be but that ought to be a given by now. Ron Baker, one of the founders of Versage Institute, wrote “Efficiency in a professional knowledge firm is not a competitive advantage. It’s the equivalent of having restrooms.” In other words, being efficient is so important that everyone should already be there—just like the restrooms in your office.

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