How Many Agencies Pitch “What You’ll Learn From This Project?”

Jared Spool

June 17th, 2011

Last week, I wrote a post about Why Agencies Don’t Like Me, which generated a lot of interesting discussion and reactions. One interesting response came from my esteemed co-author and occasional podcast collaborator, Robert Hoekman, Jr.

In his thoughtful comment, he stated that he tries to leave the team better than when he arrived, by training them to do the things he does, so they can continue on without him.

“My goal is not to swoop in and save the day, but rather turn those who stay into superheroes. I don’t make products better, I make people better. If agency staff are not doing this, they are most certainly prone to becoming guilty of everything you said here. But if they care about the long-term outcome, they’re leaving clients with much more than deliverables and innovations. They’re leaving clients with a path to better decisions.”

This is exactly what we do in our work with teams, so I think this is a grand goal.

I’m wondering how many design agencies, when they are pitching a project to a client, focus on the “What your team will learn from our work” section of their pitch? Or how many even have such a section?

I’ve sat through many pitches on behalf of our clients. (Teams often hire us to help them choose their agency, because of the knowledge we have on what makes an excellent design.)

I’ve never seen a single “What you’ll learn” section in the pitch. However, I think it should be there.

Hiring clients should demand this from the agencies they are considering. It should be a solid curriculum, with milestones, deliverables, and a list of who is going to learn what. Most importantly, it should talk about everything the team needs to learn, to keep up the good work, once the agency has moved on (and they ALWAYS move on).

I think any agency that makes this a major part of their pitch will have a huge advantage over the competitors who omit it or play it down.

And we’ll get better experiences in the long run.

3 Responses to “How Many Agencies Pitch “What You’ll Learn From This Project?””

  1. Barbara Bix Says:

    I think this is a great idea. A lot of my consulting work is around knowledge transfer, but I don’t think I’ve ever had a specific section in the statement of work that maps it out in this way. Thanks for the suggestion!

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