Often, we are asked … “Who do you compete with?”
For us, that question is easy to answer. Nine times out of 10 it falls into one of these categories:
No decision
Status quo
Internal competition
Let’s talk about “internal competition” for a moment. What this really means is that the individuals we meet believe they can do what we do … in house. When you dig a little deeper, many of these individuals come to this conclusion for the wrong reason. They take this position because they do not want to have this conversation with their executive team:
“Why would we engage this firm? Isn’t this what we are paying you to do.”
The smart, savvy and confident leaders we work with understand how to handle this question. They know that the honest and defensible answer is found in one or more of the following:
- Lack of expertise (the problems we solve span multiple skill sets and positions)
- Lack of resources (the initiatives we tackle require additional resources to solve)
- Lack of time (they have other high-priority items that can’t be ignored and yet this problem/challenge must be addressed quickly)
All of these are legitimate answers based on the problems and challenges that we solve. After all, at OnMessage, we help clients develop communications strategies that are used to:
- Reposition their business
- Differentiate their offerings
- Launch new products and services
- Expand into new industries and markets
- Secure buy-in to leadership and strategy changes
- Implement organizational change initiatives
- Execute M&A integration plans
- Cultivate high-performing cultures
The reality is — most companies lack the internal expertise, resources and time to execute these complex initiatives in any disciplined and effective way.
Expertise: When executives are honest with themselves, they quickly realize that they are meeting with us because there is a skill/resource gap that must be filled to solve the problem.
Resources: The initiatives outlined above require multiple resources to implement. They also span and impact more than just one role or functional area of the business. Therefore, they require a “team” with diverse skills and experience to execute.
Time: Our client contacts have day jobs with other high-priority projects on their plates. Tasking them with these sizable and complex engagements will only delay and negatively impact the implementation of the initiative that has been identified.
The decision to engage outside experts should not reflect negatively upon the talent or expertise of internal resources. Rather, the decision is simply rooted in the reality (situation and environment) that our client contacts find themselves in.
We have been fortunate to work with some of the smartest, forward-thinking professionals around the world. These experts did not choose to insource the work. They made the wise decision to partner with outside experts (OnMessage) on a wide range of complex, strategic communications initiatives. Here are a few reasons why …
Positioning and Messaging
“OnMessage is known for their ability to help executive teams focus and provide the structure required to bring clarity to any strategic planning process.” – Corrie Brock, Head of Branding and Communications at HILTI
“OnMessage gets it. They are experts at aligning go-to-market strategies and stories. They understand how to establish differentiation in the market. Their team has been invaluable over the years.” – Stacey Coreil Little, Vice President / General Manager at BDI Pharma
Merger and Acquisition Integration
“OnMessage has been instrumental in helping us bring together two different organizations with very different cultures. Their ability to establish a singular cultural message with clarity and alignment around our vision and corporate story has been invaluable throughout our merger integration process.” – Robert Peterson, President and COO of HilltopSecurities
Corporate Repositioning
“OnMessage helped us crystallize a story and strategy that connects with employees and customers. They understand the critical role communications play in the employee and customer experience.” —Toby Purdy, Chief Marketing Officer at Borden / LALA U.S.
So, if you are wondering if it makes sense to engage outside experts in support of a strategic initiative, be honest with yourself and your executive team. Ask the question: Do we have the internal expertise, resources and time to do this, do it right and in a timely fashion? If not, make the smart decision. Find a partner that will ensure the initiative is a success and help you advance your career at the same time.
