The Unchanging Pillars of Marketing in a Time of Constant Change

It’s easy to get caught up in the whirlwind of change. As the Executive Chairman of Saxum, I’ve been reflecting on Morgan Housel’s insightful book, Same as Ever, which emphasizes that more will stay the same than change. This got me thinking about the constants in our industry – the pillars that remain steadfast amidst the chaos of innovation and disruption.

1. Relationships: The Bedrock of Success

In my years of experience, one thing has never changed: relationships matter. The most effective agency-client engagements are built on a foundation of deep, respectful, and trusting relationships. At Saxum, we’ve always prioritized understanding our clients’ needs, values, and goals on a personal level. This approach has consistently led to more impactful outcomes and long-lasting partnerships.

2. Technology: A Constant Investment

While technology itself is always evolving, what remains unchanged is the need for ongoing investment and adaptation. Clients must be comfortable with the idea that technology investments are continuous. The most effective implementations occur when there’s not too much pressure on immediate efficiency. We encourage our clients to view technology as a long-term asset rather than a quick fix, allowing for more strategic and impactful integrations.

3. Value Creation: A Daily Conversation

The concept of value creation is as old as business itself, but its importance in agency-client relationships is often underestimated. What hasn’t changed is the need for ongoing, informal conversations between agency leaders and client teams. Value is subjective, and the best outcomes are achieved when both parties engage in regular, open discussions about what constitutes success and how it’s measured.

These principles serve as our North Star, guiding us through the noise of trends and helping us deliver consistent, meaningful results for our clients. Saxum is committed to honoring these timeless truths while embracing the opportunities that change brings. It’s this balance that allows us to stay ahead of the curve while remaining grounded in what truly matters – creating value, fostering relationships, and leveraging technology thoughtfully. As we look to the future, let’s not forget the lessons of the past.