Killer Visual Strategies

CHAPTER 13YOU CAN'T CREATE GREAT CONTENT WITHOUT A GREAT TEAM AND PROCESS

“I believe in people, process, and product. I can improve the product, we can work on the process. But sometimes you just can't change the people.”

—Marcus Lemonis “The Profit”

For the agencies that launched shortly after the economic crisis in 2008, one thing was certain: generalist firms could not withstand the shifting economy. Instead, providing a niche service would not only ensure an agency could hold its own among larger brands, but when combined with a great process and a talented team, it would help them thrive into the future.

Creative teams of all types rise and fall because of process and talent. Being strong in one arena is not enough to ensure consistent success. Whether you are serving the internal needs of your organization, driving strategy while partnering with a creative team, or developing content for clients, it's imperative that you center your visual strategy around both talent and process equally.

CREATING GREAT VISUAL CONTENT IS LIKE BUILDINGAHOUSE

Consider this: if you were building your dream house, would you skip interviewing architects, creating blueprints, or laying a foundation? Of course not. When making such a sizable financial and emotional investment, it's par for the course to leave no stone unturned. Yet when it comes to visual content, which can yield multimillion-dollar returns when produced correctly, we often cut corners.

While there's not a one-size-fits-all ...