In my mind the toughest question to answer is the first one: “How do we connect what we do to the outside world?”

I am in the ad agency world so this is challenging considering the dynamic/ever-changing environment of the advertising industry. New technologies, the obsolescence of advertising mediums (as a direct result of emerging technologies) and new competitors popping up every day, make answering this question difficult. It seems like “what we do” changes so often that it needs constant redefining.

In many cases marketers want agencies to “put a stake in the ground” in terms of their capabilities and what their core discipline/strength is but agencies feel that by doing this they are limiting themselves to that one discipline and shutting the door to other potential clients. Personally I prefer when agencies claim one core strength versus trying to be everything to everyone. Classic example of “jack of all trades, master of none”.

I digress a bit from the original question, however I do find it challenging to define “what we do” in such an ever-changing environment that the advertising industry finds itself in.