I often have to talk about my agency. I have learned over the years to answer all sorts of questions to promote the merits of our business. Nevertheless, about a year ago, a question that I have answered a hundred times suddenly went unanswered. « Why should we choose you? What makes your agency special? » At that moment, I did not go with my usual seller’s response, but instead replied: « You know what? You’re right! We have no business being here. » It was certainly not out of pretentiousness, but because of a moment of lucidity that I left the room. I always tell my clients to be unique while I had not even taken the time to define the reason for my company. I was a generalist among other generalists.

In response to this revelation, a lot of thinking was done and led us to change our name, restructure our agency, draft a method of approach and make an acquisition. We understood that to be appealing, we had to be different. We decided to be ourselves and stop being afraid of losing or displeasing. We now show our creativity more. Very soon after, we doubled our business and we continue to see the positive effects of this challenge. This is a great example that when you know how to ask the right questions and show lucidity, it can pay off!