Monthly Archive: November 2018

Brands Don’t Want Better Creative, They Want A Money Making Machine

I was talking to a tax lawyer the other day about the impacts of moving Bonehook from Oregon to Texas. He said something that might alert many small business owners, particularly small agency owners. He said the company was virtually worthless from an assets perspective.

Thankfully, I understood what he meant. He meant that a service-based business like Bonehook has all its value wrapped up in the partners (and our ability to win business, manage the business and produce the work). In other words, we have no taxable assets.

While I don’t take offense to this strict portrayal of the company, it’s not something I’m okay with, not by a long shot. We may wish to sell Bonehook someday, and this clearly means there has to be something here worth buying. And that means developing the kind of systems that future owners can use to reproduce the kind of financial results that attracted them to our company in the first place.

I’ve been working in the agency business since 1997, first as a copywriter, then as a creative director, before launching Bonehook in 2009 and becoming a business owner and wearer of many hats. Thus, I feel confident when I say that creative people don’t care much for systems or the idea of reproducible results. Because we do custom work!

It Helps To Know What Business You’re In

Have you heard about the tension that can crop up between account service team members and the people in the creative department? It happens because creative people don’t care much for systems or the idea of reproducible results.

Do you know who does like systems and reproducible results? The customer!

My friend Charlie Quirk, a brand strategist, says, “The best creatives of any flavor realize it’s not about them, but service to the client’s biz.” He’s a problem solver working in communications. That’s what we aspire to be.

Better Creative Is the Means to An Important End

The good news for Bonehook is the work we provide is an efficient and affordable means to our customer’s desired ends—more customers, more voters, more members and more advocates.

When you’re hung up on making custom work, an efficient and affordable means to a customer’s desired ends doesn’t make sense. Great work that helps to define brands (and make the register ring) takes lots of time and money to make. How can it also be efficient and affordable?

Here’s another truth that people in marketing hide from. There are only so many communications challenges and a finite number of solutions to them, as well. The better we are at assessing the problems and offering practical solutions, the faster we can move into the making phase. And the better we are at managing the account and the entire production process, the more money we make.

What we do is highly specialized, but it’s no big mystery. A company like ours needs systems that are capable of churning out reproducible results. We didn’t know this in the beginning. Now, we do.