Years ago, while on vacation in California, I had the fortunate — albeit slightly overwhelming — experience of sharing a cab over the San Francisco-Oakland Bay Bridge with the VP of Marketing for a very large home goods company. The conversation inevitably veered toward what I do and, upon discovering I worked for an advertising agency, what my agency was like.
Secretly hoping to get a foot in the door for some new digital business, I quickly set to giving her the list of amazing things our agency could do and the attributes that set us apart from the rest. There was only one problem: My explanation, while factual, wasn’t amazing or very compelling. Long story short, I got the business card, but not the follow up.
So while the business deal wasn’t struck, I came away with the discovery of a monumental problem: I didn’t know how to sell the company I so enjoyed being a part of.