Evaluating Control

[illmasterj]

Maybe I have read chapter 32 too many times - I'm having trouble working out the level of control here.

Building a digital marketing agency, you are in control of your staff, in control of your services, in control of which clients you take on, but you are not in control of if those clients stay with you (even if you get them great results), the products they sell and so on.

"You must be the controller of policy and product, and the producer."

So does a productized marketing agency fail the Control test? Does their pricing structure (flat rate per service, commission based, etc) affect this?

 

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[Supa]

Maybe I have read chapter 32 too many times - I'm having trouble working out the level of control here.

Building a digital marketing agency, you are in control of your staff, in control of your services, in control of which clients you take on, but you are not in control of if those clients stay with you (even if you get them great results), the products they sell and so on.

"You must be the controller of policy and product, and the producer."

So does a productized marketing agency fail the Control test? Does their pricing structure (flat rate per service, commission based, etc) affect this?

If you own the agency you have control over the business. You will never be in 100% control of clients staying, that's impossible since you can't control other people's decisions. You can do your best to satisfy your customers though and higher their chance of staying customers to the max.

If you control everything that's possible to control, you're fulfilling the control commandment in my opinion.

 

[JoeB]

You are very rarely in control of if your clients stay with you but there are things you can do with regards to that.

I think the element of control is determined by what you are offering:

If you started an SEO agency, solely offering page 1 rankings, and Google's algo changed, you have zero control over that.

If you are offering 'Etsy Shop Optimization' and Etsy goes bust, you have no control.

If you offer 'digital marketing' then you have complete control over what, where and how you market your clients' product/service

 

[illmasterj]

If you offer 'digital marketing' then you have complete control over what, where and how you market your clients' product/service

Great reply. I'd thought the same but wanted to be sure - the important aspect is offering the end result, but using whichever methods/channels make the most sense/provide the best value.

 

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