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The old agency model is dead.
Businesses are getting higher and higher customer demands. Doesn’t matter what industry you’re in, you’re competing against the likes of Uber, AirBnb and Apple because that level of user experience and constant innovation is now the new normal. Businesses that are struggling to ‘go digital’ are having to change their entire way of working to meet the demands of a changing marketplace.
All industries are, in some way, fundamentally changing their landscape. From automobiles (Tesla) to food delivery (Deliveroo), entire industries are having their rules re-written. Companies are looking to their ‘superstar creatives’ and asking ‘How do I disrupt the market?’ ‘How do we innovate like Uber and Apple?’ ‘How do we go digital?’. These people are full of the same answers they’ve been giving their clients for the last 40 years.
However, the process that was intrinsic to those disruptive startup’s success is not the one that agencies are currently selling. The fast-paced, iterative process of high growth startups is often at odds with how many design partners work with their clients.
