Switch 'nice to have' for 'unthinkable not to have'

This article by Rory Sutherland argues that the IT industry has powerful lessons to teach advertising agencies.

Switch 'nice to have' for 'unthinkable not to have'

Rory SutherlandOgilvyOne London

The IT industry has a powerful lesson to teach agencies, writes Rory Sutherland.

"The fox he knows many things, but the hedgehog he knows one big thing."

I once met someone from an IT company who had been present at several advertising pitches. By and large he was impressed. In countless ways - the pitch theatre, the audio-visual displays, the presentation skills - he had found what the agencies did extraordinarily impressive; much more exotic and polished than anything he had seen before.

"But," he went on,...

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