Sunday, February 14, 2016

B2B Agencies Lean into the Future

After buying The Washington Post in 2013, Jeff Bezos was asked whether he knew what trouble the company faced.

He said he was buying the publisher's people, who weren't to blame for the collapse of the newspaper industry.

"What we need to do is always lean into the future. When the world changes around you and when it changes against you—what used to be a tail wind is now a head wind—you have to lean into that and figure out what to do, because complaining isn't a strategy," Bezos said.

Like newspapers, B2B agencies face strong head winds.

Clients are better equipped than ever. They have DYI tools once found only within agencies.

And they're more self-assured. Confident the can come up with big ideas, they're quick to shoehorn agencies into tactical roles.

But smart B2B agency execs are leaning into the future.

Tomorrow begins a five-part series that shows how. Five B2B agency execs will answer the question, What will your agency look like five years from now?
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