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START WITH WHAT HELP YOU NEED, NOT WITH A LIST
OF AGENCY NAMES. Just like you start with consumer needs to create new product improvements, start with what strategic and
service help you need before thinking about where to get it.
KEEP BRIEFS BRIEF. Giving the agency a very detailed and complex brief may appear to be helping ensure you're getting
what you want. But, the reality is that you want an agency that can get in tune with you. If the road map is too specific,
they can all follow it leaving you to wonder if they're for real or just parroting what you asked for.
TALK ABOUT MONEY UPFRONT. How much they may earn from working with you is important to them. It makes it clear what
kind of a client you will be. You needn't talk about specific amounts, but at least give them a sense of the overall budget
and what forms of compensation you prefer.
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