Value is created outside the organization. 

Good advice for agencies:

The critical first step on the path to becoming a value-based agency is to start turning your attention and energies to what clients are really buying from you; business success. 

And as soon as you become as expert in identifying, measuring, and analyzing client business results as you are in crunching your agency’s cost accounting data, you will be infinitely more valuable to clients and prospects.

Identify and measure the drivers of a brand's success, then focus on delivering on them relentlessly.

Value is created outside the organization, even when it's measured inside.

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