How marketing agencies are broken, and how to fix them.
Love this framework! I learned about it formally from Futur / Chris Do.
I run an Ops Design agency, which is obviously different from marketing but the principles hold true. We started with this "accidentally" when I brought on a teammate who had a Design Thinking expertise and who was adamant that we inject these concepts into our delivery model.
I think that this connects to Tesler's Law of complexity conservation too. Conducting a discovery/diagnosis phase shifts complexity to the front-end and enables smoother execution.
Brilliant Neal, thank you for articulating this so clearly. I think we have evolved our agency to follow this model over the past 9 years. Great to know we're on the right track!