Why Generosity Is Your Most Important KPI

THROUGH OPEN AND SUPPORTIVE COLLABORATION, ‘THE IDEAL SOLUTION BECOMES CLEARER MORE QUICKLY.’ 

- Colin Kinsella

Peter Drucker, often considered the father of modern business management, famously said, “Culture eats strategy for breakfast.” While I agree, I would add that in order for agencies to attain a strong culture, they need to embrace the value of generosity. Allow me to explain.

Agencies can create new tools, show new ways to use data, produce motivating content and devise impactful media strategies, but if they fail to create a culture of collaboration, long ideas and impact, they will not win in today’s complex marketing ecosystem. Creative and media pros must accept that they need to work hand in glove every day on every idea in order to deliver consistently better performance for their clients.

To get everyone to pull together, agencies must embrace the notion of “being generous.”

In a generous culture, client teams blended from multiple disciplines do not feel threatened by who did or did not “get the credit.” Colleagues can remain confident when they see fellow members of a team who might hail from a different group or business unit (or even holding company, for that matter) collectively sharing in a particular success or failure.