Got asked: "What makes a great marketing agency?"

Answer: "There are no universal criteria."

The truth is no agency is right for every business. And few agencies are wrong for every business. It's not about matching to universal criteria, but about finding the best fit for you.

Some agencies are hands-on. Others are prescriptive.

Some are relationship-driven. Others are deliverable-focused.

Some are technical. Others are creative.

Some are personality-led. Others have no one recognizable.

**All** work well for some clients & poorly for others.

This isn't just true for agency <-> client relationships...

It's true in hiring, too! Some employees work out terribly at your company. Everyone in leadership is sure they'll never succeed anywhere, but then <shock!> they're a great fit at their next job.

The beautiful, remarkable truth of humankind is that we change when circumstances around us change. We don't have to feel guilty about getting our circumstances wrong; we just have to be willing to make a change.

True in contracting, hiring, management, and yeah, even romance