Welcome to the May edition of Transparently Speaking, our opportunity to openly share thoughts on topics impacting our clients and the industry at large. This week, I wanted to share a story, my story, with you.
Last month I celebrated my fifth anniversary with Transparent Partners. Those five years passed by in what felt like a blink of an eye. So this weekend, I grabbed the largest coffee mug I could find, filled it to the brim, and took a moment to reflect. As I mentally navigated through major milestones and moments, I came to realize there were three undeniable themes that influence growth. Hoping my experience can provide insight or inspiration as you navigate your own journey.
A Little History
At a young age, I knew I wanted to work in Advertising. It’s hard to pinpoint what initially drew me in; it could have been the clever copywriting, powerful visuals, or the memorable jingles. You know, the ones that get stuck in your head all week (slyly whistles “I am stuck on Band-Aid brand”). Whatever it was, I was hooked.
I took a fairly traditional path with my career, getting a degree and then jumping head-first into agency life. Back then, we used Excel as our primary analytics tool, we negotiated digital into print buys as added value and social wasn’t (yet) considered a channel. To hone my craft, I targeted roles at innovators and disruptors in the space: agencies, inventory providers, tech vendors, etc. This is what led me to take a chance on a little known consulting firm named Transparent Partners.
When I joined in 2017, Transparent Partners was a small startup with a strong focus on promoting transparency for brands in the programmatic space, hence the name. Today, we have a diverse portfolio of solutions, we continue to attract and retain high caliber talent, we have expanded our expertise and increased our footprint in the marketplace. But the most significant achievement has been in witnessing the success and growth of our client partners.
While I would love to take sole credit for all of the aforementioned successes, as I reflected, I realized that we all had something in common:
- We established a clear vision
- We cultivated commitment within the organization
- We invest in a culture of enablement
Establish a Clear Vision
“If you don’t know where you are going, you might wind up someplace else.” – Yogi Berra
Start by defining your vision for growth. A powerful vision is one that inspires and motivates everyone in the organization to work towards a common goal. It’s a clear picture of where the organization is headed and what it hopes to achieve. Without this vision, it’s difficult to get everyone on board and moving in the same direction.
A good vision should be concise, compelling, easy to communicate, and flexible enough to adapt to changing circumstances.
“Motivation is what gets you started. Commitment is what keeps you going.” – Jim Rohn
Once you have a clear vision for growth, the next step is cultivating commitment to that vision at the organizational level, at the leadership level and with individual contributors.
The organization must be willing to invest time, money and resources necessary to achieve identified goals. It requires a willingness to take calculated risks, make bold decisions, and embrace change. Recognizing that sometimes you may have to slow-down, to speed-up.
Leadership plays a critical role in demonstrating commitment to the vision. Executives must lead by example, setting the tone for the entire organization – by sharing their enthusiasm and inspiring others to get on board. They also must be willing to communicate the vision regularly and consistently so that everyone in the organization knows what they are working towards.
Lastly, individuals must be equally committed and accountable in supporting the vision. Recognizing teamwork and collaboration are critical to achieving success in any group endeavor, and that every member has a crucial role to play.
Create a Culture of Enablement
“No company, small or large, can win over the long run without energized employees who believe in the mission and understand how to achieve it.” – Jack Welch
Finally, building a culture of enablement that embraces the vision is key to bringing it to life. This means creating an environment where everyone in the organization feels empowered to contribute to the vision. It also means fostering a sense of community and collaboration, so that people feel invested in the organization’s success and are inspired to work towards it.
Encouraging teams to take risks, experiment with new ideas and learn from their mistakes can drive innovation, agility and growth. When employees feel valued, supported, and empowered, they are more likely to be motivated to achieve the vision.
At Transparent, our vision is to identify the unique mix of data, technology and operational processes that will empower brands to thrive in the ever changing marketing landscape.
We demonstrate commitment to our vision by:
- Remaining at the forefront of emerging trends and innovation in the marketplace
- Investing in critical data, technology and operational expertise
- Promoting curiosity, creative thinking and bold action
- Injecting value and unique perspective into every communication
- Appreciating every brand’s journey is unique and one solution does not fit all
Over the years we have built a strong culture of enablement and collaboration grounding ourselves to five simple principles:
A shared sense of purpose can be a powerful driver for an organization’s success. By establishing a clear vision, fostering a culture that embraces innovation and nurturing organizational commitment, teams can unlock their full potential and accomplish great things. So, what’s your vision?