Founder’s Corner #15: Do You Deliver Excellence?

By Max Thomas

In my conversations with other agency companies, I find delivering excellence is top of mind for all of us. Being service organizations, we want to make sure we’re delivering real value to our clients, not only executing on tasks that our clients don’t want to do themselves.

It’s easy to tell ourselves that we’re “experts” so that’s why our clients stick around but I think we all recognize that the most satisfying win for everyone involve is when our work goes above and beyond mere expertise, and results in greater returns than the initial investment (in time and money). That’s when we truly deliver value. In short, we become invaluable to our clients.

In this month’s Founder’s Corner I offer three quick tips to help keep delivering excellence and providing value top of mind. They’re from a campaign management perspective but they’re applicable to pretty much any services organization.

I included three here. There’s many more and different varieties. If you feel the fire, please share some of your tips for delivering excellence in your work and company. Please comment below or tweet @ThunderMax or @ThunderActive.


Hi. Max Thomas here from Thunder Active. Welcome to this month’s Founder’s Corner. One of the core values at Thunder Active is excellence. As an interactive marketing agency, or as any services organization, how do we deliver excellence to our clients and the campaigns we work on?

It’s an important question. A great way to test if we are, is to ask if we’re delivering value. It’s like this: Either we’re delivering value, or we’re simply executing on tasks that our client doesn’t want to do themselves. So brutal honesty. Of course, we’re a services organization, so clients hire us because they need help. But hopefully they hire us because of expertise, because we’re excellent at what we do.

So this begs that we are always checking in. How do we deliver excellence, and how do we deliver value? So here are three check-ins. There are three ways that we have to check in to see, “Are we delivering value?”

The first is to be two steps ahead. Always be two steps ahead of the client and the campaign. It’s being proactive versus reactive. If a client has to ask us to do something, then we’re not being proactive enough. We always have to think ahead of the game.

The second is to be brutally honest in the evaluation of the campaign. It’s not about telling them how great the campaign is and what’s working, but what’s working, what’s not working, and what needs to change. Believe me, your clients will love you for taking that approach.

The third is to make strong, clear, and confident recommendations. It’s not just about sharing ideas and observations and seeing what your client thinks. It’s actually about stating very clearly, here’s what’s happening, here’s what needs to change, and here’s our recommendation for moving forward.

These three tactics alone will greatly improve the value that you or us or any of us deliver to our clients.

We welcome hearing from other companies how you inspire excellence and value. Please tweet us @ThunderMax or @ThunderActive. Thanks for tuning in, and we’ll see you next month.

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Max Thomas

By Max Thomas

Max is a nationally recognized digital marketing specialist who is an expert on search engine optimization and data-driven digital marketing who has spoken at SMX and SMX Advanced, LMA Southeast, LMA Tech in San Francisco, WordCamp and other industry recognized conferences. As the founder and CEO of ThunderActive, Max has lead his team (with offices in San Diego and New York City) to success for clients in legal, real estate, life sciences, consumer goods and new tech. A Columbia undergraduate with a Yale MBA, Max is an Impact Circle Member for The Trevor Project and is an advisor to start-up companies and angel investment networks, including Gaingels and Serval Ventures in New York.

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