By Roland Gurney

Agencies tend (in public at least) to be pretty nice. But this endless positivity leads to a lack of credibility, says Roland Gurney of Treacle. But is the negative necessary to sell the light at the end of the tunnel?

Prospects have problems. Big, fat hairy ones that they need an agency to solve. These problems keep prospects awake at night, whether they’re huge commercial challenges, organizational issues, or even personal frustrations.

But agencies are awful at tapping into these through their overall go-to-market propositions. Instead, they paint an endlessly positive picture of seamless processes, guaranteed results, and Read full story ›

Source: The Drum