The World's Most Influential Agency Consultants
I was recently recognized as one of the most influential agency consultants of 2023. I’m thrilled to share this news— and this list—for a few reasons:
A Nod from the Industry: The honor is a subtle nod from the industry—saying, "We see the work you're doing, and it's making an impact."
Helping You Find the Right Fit: There are folks in my pipeline who haven't committed for various reasons. Admittedly, I may not be the right fit for them, and that's okay. If you're one of those people, feel free to check out some of the consultants on this list. I’ve both referred work to them and received referrals in return.
Importance of a Consideration Set: When I ask new clients about their competitors, many don't have a clear answer. They either say they don’t really have competitors or name aspirational ones like Wieden & Kennedy or Ideo. But knowing your competitors is only half the battle. It's equally important to know your "consideration set" -- that shortlist of firms a potential client is actively evaluating. For instance, when someone is looking for an agency consultant for small agencies, I want to be in that consideration set.
Link: https://www.cloudways.com/blog/digital-agency-coach/
Let's talk more about your consideration set.
Do you know who's on the shortlist when your ideal client comes knocking? More importantly, are you on that list? Figuring this out isn’t as hard as you might think. Simple market research, such as asking your current and prospective clients who else they've got on their radar, can be enlightening.
How Your Consideration Set Influences Your Marketing:
Uncovers Competitor Tactics: Knowing your consideration set means you understand who you’re really up against. This insight allows you to tailor your marketing strategies more effectively.
Raises the Bar on Customer Service: When you get inside the minds of your clients and learn what really matters to their business, you can anticipate their needs better.
Enhances Your Offerings: Think of your consideration set as an informal focus group, offering clues to what your clients value most. This isn't about focusing on your competitors; it's about ensuring your services remain relevant to your clients.
Stay Nimble, Stay Ahead: Markets change. New players step onto the field. But by keeping tabs on your consideration set, you can adapt and stay ahead of the curve.
Key Takeaway
Understanding your consideration set isn’t just smart—it’s essential for successfully positioning your firm in the competitive agency landscape. If you're not paying attention to who might be in your consideration set, you risk losing potential customers and falling behind in your industry.
So there it is, perspectives from someone recently acknowledged as a top consultant in the marketing agency space. (Hat tip to Lou K for the heads up!) If you haven't considered your consideration set yet, now is the time to start giving it some thought.
Congratulations, Jeff! This is excellent news. You as one of the top 10 consultants too!! Crazy wonderful!!!
Happy for you. Proud of you, always! Your article is a great thought starter too. As I wind down from the grind, the reality is, I still have competitors. I reached out to one to collaborate. She’s all in. Others help me understand areas where I can compete and areas that need improvement (even at this stage of my business). You have given me lots to think about. Thank you and continued success! You are making an impact more than you may know or see in this space.
Congrats Jeff. Even though it is late. Just now discovered your newsletter. It's full of valuable information.