After 15 years of running agencies, I decided to do things differently.
I wanted to do more of what I’m really good at, in a way that’s more focused and more cost-effective for agencies and clients alike.
And I wanted my brain to be fresher and happier - because really that’s what I’m selling.
As an independent I can focus on one project at a time, without the distractions.
I think that’s the least you deserve.
Great work needs great brains. Great brains are fresh, happy, stimulated brains.
Working fifty hours a week, every week, with no space to think or reflect or grow or have a life isn’t great for our brains, so it’s not great for our output. Who knew…?
Working as an independent is better for my brain so it’s better for you.
It’s better for agencies and clients when experience is a direct cost, not an overhead.
Agencies can expand and contract as needs arise; there’s no pressure to service that big fat fixed line in the accounts.
And when you take overheads out of the equation, clients get the experience they want at a fraction of the cost.
The traditional agency approach to assembling a project team goes like this:
Who can fit in some more work?
Who can the client afford?
er, that’s it.
Ad-hoc collaborations – between agencies and independents, or between small teams of independent specialists – can deliver better work. And then they disband and go their separate ways.
A bit like The A-Team.
Project timelines are getting shorter.
Luckily there’s something inherently more efficient about working with experienced people.
Especially when they’re well-versed in working with hypotheses and collaborative story-building and agile product teams.
Great work needn’t take weeks.
When the same people sit in the same room with the same inputs, sooner or later they all have the same ideas.
Ad-hoc collaborations means fresh brains, fresh perspectives… and fresh ideas.