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Liminality (from the Latin word līmen, meaning “a threshold”) is the quality of ambiguity or disorientation that occurs in the middle stage of a rite of passage, when participants no longer hold their pre-ritual status but have not yet begun the transition to the status they will hold when the rite is complete.
source: Wikipedia.
Liminality seems to describe the dynamic at work for many of our clients in this era, at least as seen from our perch on the new business front.
But what’s happening on all the other fronts?
To get a second opinion on trends we are seeing, I often turn to Drew McLellan, the man behind The Agency Management Institute (AMI), and it’s always heartening when Drew validates our observations. Today’s conversation is no exception.
According to Drew, there is a real opportunity for reinvention and it would be foolish not to take advantage of it.
Some things we covered:
- What surprised Drew about the effect of this crisis on his clients.
- Five ‘mini plans’ for staying ahead of volatility.
- Emotional health over business optimization.
- Why the lion’s share of inbound deals will continue to go to specialist agencies.
- Tangible opportunities for reinvention.
Links:
The Agency Management Institute
Video Training: How to Sell Agency Services in Uncertain Times
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