Are you in the content business? Or in the CRM business? Or in the brand engagement business?
Congratulations. You’re in advertising.
Perhaps if more advertising agencies, and advertising people, had the guts to admit what business they were in, they’d realize they have a simple purpose: working to increase sales and awareness for products and services. And perhaps then we wouldn’t see PR agencies or consulting firms itching to get into the advertising business because they see a revenue stream ripe for the picking.
It’s the subject of my new column on Talent Zoo.