Water is essential for soup - but soup is more than water.
Competence is essential for business - but business is more than competence.
What is added to water gives the 'value' of the soup. What is added to competence gives the value delivered by business.
Competence is becoming a commodity, Information is becoming a commodity. State of the art technology is becoming a commodity. So what is going to differentiate businesses? How are these commodities to be designed to deliver value? That means design. That means creativity. That means new ideas. Ideas are going to become more important in business than they have ever been.
Continuity and problem-solving are not going to be enough any more.
There are very few, if any, companies that now handle their advertising in-house. There is a realisation that advertising is best out-sourced. Organisations that claim they have all the creativity they need in-house are mistaken. In-house thinking is too conditioned by the past and current view of that business. Nor would the most creative people want to be bound by one company.
The ACT is a consortium of Saatchi and Saatchi who provide creativity and communication and three others. Cap Gemini and Ernst and Young provide creativity (ASE etc) and solid consultancy. The implementation of ideas can be worked out. I, myself provide creativity and the techniques of creativity. Shine is a young public relations company that provides creativity and a focus on the youth market.
So there is synergy of a one stop creative shop. Other resources can be called upon from time to time (on a fee basis) such as the Creative Team and members of Young Enterprise Europe (of which I am Chairman of the Council).
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