What is really driving you? Today? This month? This year? Have grand ambitions and goals eroded to survival or keeping what you've got. Brands and people can easily lose their way when the conditions are difficult and the direction forward is hard to see. The irony is that tougher times demand even greater clarity and vision; a firmer grip on what's most important versus what's noise and a distraction.
Is your agency helping you achieve focus or adding to the fog? Are they helping you prioritise where to invest and where to cut? Do they bring a clear perspective or just more information?
Why not try adopting the attributes of a great SLR camera in the way you think. Zoom out to put things in context and literally see the big picture. Then zoom in to see and appreciate the detail. What view or depth of field feels right for you in making this decision or undertaking this piece of work? Do you need more light and illumination or do you need to act fast to capture the moment? Is there a way to automate this decision or should it always be on manual? If you made an album of your best decisions or the things you are most proud of - what would you include? Is there a common theme or narrative?
Sometimes achieving greater focus means thinking about focusing itself a little more.
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