So Buddha and an ad agency walk into a bar.

I have a theory that there is only one difference between great agencies and average agencies. Intention.

Many people will say talent or process or money. All those things play a role but are powerless if the ship is steering away from what is important. The work. The pressure on agencies is enormous and it is easy to lose focus. I have been inside so called B grade agencies and the only difference between them and great agencies is the work they have thought of are still scamps on a wall or in their bottom drawer. Great agencies make their greatest work, average agencies don’t.

Intention is important for an agency because making great work is hard. An agency needs to make that hardship as natural as possible. That comes from a culture of belief in ideas. And that comes from the leadership’s intention. For many that manifests in having…