Do you possess a winning agency culture? Here are 10 questions to ask yourself

Sometimes it’s what’s under the bonnet that’s the issue, not the shiny exterior. The culture of your agency can have a direct impact on how your business is perceived and your effectiveness in achieving growth. “Culture eats strategy for breakfast”, management guru Peter Drucker once famously said. His point being that despite your best laid plans, sometimes it’s “the way things are done around here” that can trip you up. Any business is simply a collection of people, and if they aren’t motivated, directed and clear about what they’re doing, you could be in trouble.

Here are 10 questions to ask of your current agency culture, the answers to which may help to lead you towards greater clarity about your desired culture and perhaps even better business returns.

Do we have a clear, shared purpose?

Purpose is no longer the airy-fairy domain of ‘soft management’. Purpose-led companies outperform their competitors financially, are more likely to be optimistic about future business growth and are twice as likely to retain staff.

Do we hide in our comfort zones?

It’s human nature to default to giving priority to the work we enjoy and are good at. But is this the same as what the client thinks is important? Being clear on the difference is essential.

Do we respect the change curve?

Change is constant whether it’s growth, mergers or downsizing. During change, people experience different reactions and emotions at different times. Being aware of this will help you communicate internally far more effectively.

Are we aware of our ‘felt reality’?

Occasionally we can sit in a systematic business meeting but still believe there’s an elephant in the room that no-one has acknowledged. We feel differently about what’s going on, even if we simply appear to be moving through agenda points. Picking up on what is our ‘felt reality’ rather than the business to hand can yield great insights into what’s really going on below the surface.

Are we active listeners?

Active listening is not the same as simply having your ears open. It’s a honed skill that makes for better chemistry meetings and pitches and positions you as a trusted advisor. How well is active listening practised in your agency?

Is our feedback productive?

People only act on around one third of the feedback they receive. You can never assume that lessons have been fully learned or that you won’t repeat the same mistakes again. Unless feedback is consistently and constantly reviewed.

Are we (mostly) adult?

We all switch between three different mindsets – Parent, Adult, Child. Being in a Child mindset can help with creativity but it’s not good if you’re throwing your toys out of the pram because something’s gone wrong. Simply being aware of this idea can help people adjust their behaviour to an appropriate level.

Do we say thank you?

Research shows that simple and consistent recognition of people’s work is valued more highly than an all-expenses-paid team away day. Yet, saying thank you is sometimes the last thing we remember to do.

Is accountability clear?

Last minute changes to presentations, confusion over who’s doing what and blame games are never a healthy sign. Following a simple model of Responsible, Accountable, Consulted, Informed (RACI) at the very start of any assignment can save a lot of challenges further down the line.

Are goals co-created or imposed?

We all hate being told what to do. Annual appraisals are testament to the fact that even setting goals that are Specific, Measurable, Appropriate, Relevant and Timebound (SMART) doesn’t guarantee that they’ll be met. Goal-setting will only work if the team member feels like the true co-creator of the challenge.

Business growth is certainly about the right processes, procedures and strategies. But paying attention to how people feel and are expected to behave in your agency will always be equally important. A winning culture is created by highly motivated people who believe in what they do and have the autonomy to act on it.

Ken Kelling and Chris Wood are executive coaches at KellingWood Associates with a background in both in-house and agency communications.

Previous Future Talks events include 5 key tips for gaining and retaining new business and How to avoid the 3 common pitfalls agencies face.