2016-11-04T12:34:40+00:00 15th October 2015|

A short story about tractors…

Efficient

A short story about tractors…

Back in the day farmers had a horse. Their day coincided with how to treat the horse so that they could get the best out of it for the longest time: when to get up, when to eat, how long to work, when to rest, when to go to bed etc – and everything just worked…

Then the tractor came along and it didn’t need to sleep or rest, and you had to have one because all of your competitors had them and you would fall behind if you didn’t!

So everybody bought a tractor and took on loans and debts to buy them, plus the servicing, plus the fuel, plus the repairs etc…

..so you had to work harder and longer to make enough stuff to sell to pay off your loans and the other new costs that having a tractor gave you.

But then, because everybody had a tractor and because everybody was working harder and becoming more ‘efficient’ in their production (i.e. where the term ‘efficient’ is worthy of another whole argument all of its own!) too much stuff was made, thereby flooding the market and driving the price down…

…so then you had to work even harder to make even more to sell at a lower price to make the money – just to pay for the bloody tractor!!!

The moral of this lovely little tale is that this is what technology does to just about everything it touches and that, pretty much as soon as a new technology is introduced into a business process, the value of that industry falls through the floor while, at the same time, the effort required to keep in the game soars through the roof!

Technology is of course also changing the traditional processes and delivery outputs of everything that a marketing/advertising agency used to do and our challenge – nay, opportunity – is to recognise those bits of our business that are most useful to our clients but that have not yet had a ‘tractor’ introduced and to cleverly refocus our efforts into these areas as quickly as possible, since anything else is simply to stay on the death spiral downwards!

We think our future therefore is based on helping our clients work out what their future is, helping them get there and then helping them bring their customers with them.

If you recognise anything within this parable that applies to your own business and would like to talk to us about what ‘help’ looks like, get in contact or come and see us anytime. There’s plenty of space in the tractor park…