The issue with many consultants stems from alignment (or misalignment). Some come and demo big and fancy tools while others, small and cheap ones. Which is fine in and of itself. The thing is, these are presented regardless of the priorities, promises and business model set out by the client.
Now of course big and fancy is exciting and small and cheap is appealing, but that’s not what matters. What good is the fancy tool if you’ve built your business on low margins? What impact will cheap have of you’ve promised uniqueness? The equation, of course, isn’t always that simple.
Thorny issues surrounding agency/client relations almost always stem from misalignment. As the service provider, you’re the expert, you need the courage to notice when your offer is misaligned with your client’s needs. No one wants to be the square peg being jammed in a round hole.
The unremarkable brand depends on legalese, contracts and fine print to enforce their “uniqueness.”
Of course it’s comforting to be unremarkable. Since school we’ve been thought to be average: try to get an A of course, but don’t stand out and rock the boat. So today, we work hard to be average. So when push comes to shove we have to do just that.
The other option of course is to be remarkable. It’s as easily said as it is done. What if we couldn’t compete with you because you had focused on being unique? Unique can’t be replicated. What if you worked hard on making people want to work with you? Contracts are then a simple formality. What if you offered products that did what they said and were in the best interest of the client? The fine print then becomes the main copy.
Tradition forces us to be unremarkable. If you can hide behind fine print, then why create something worth buying?
Why be remarkable when unremarkable can be enforced?
Not long ago, it used to be that your website was the only way to live on the world wide web. So it made sense to hire a plethora of developers and designers to make it.
WordPress, Squarespace, Wix and all that came before stated that the website, although vital, was no longer what it used to be. In a world of Facebook, LinkedIn, Etsy, Pinterest where clusters can find each other and regroup, your site becomes something different.
Your site becomes a part of the story, not the destination. It becomes one of the places we can go to learn about who you are if we happen to be searching Google or Bing.
So while it used to make sense to pay to get the site taken care of, it seems irrelevant today. There are some for whom the site is what matters – Facebook, your online banking site, Google – but for the rest of us, the time, energy and money must be spent elsewhere: Creating content that resonates, interact in ways that matter, be part of the group…
Only invest if your site is the destination.