Since 1990, when I founded The H Agency – a New Orleans-based design agency – one of the biggest issues I’ve struggled with is the preconceived idea that creative companies are lacking professionalism and don’t understand business. Most assume that those in the creative industry are left-brain thinkers, and that our main task is to serve as "cat herders." One famous expression I’ve heard is that "managing creative people is like herding cats down the beach."

It wasn’t until I attended one of Jack Daly’s seminars for EOers that I realized I needed to develop a unique position for my company. He suggested that I read the book "Creating Competitive Advantages" by Jaynie L. Smith. The next day, I read the entire book and purchased five other copies.

Outlined in the book is the importance of creative and unique selling propositions that differentiate you from your competitors in a quantitative way. Most importantly, Smith notes that combining your company’s core values with a specific competitive advantage is an easy way to improve your perception with customers.

In 1999 at our annual retreat, my team and I developed our core values— all of which still hold true today. Recently, we re-branded the company to feature our core values and competitive advantages. This was initially done to promote the company externally, but I soon realized that it illustrated to my team how our core values relate to our overall company culture.

Jack Daly’s wisdom and contagious enthusiasm changed the course of my company. Perhaps he – or another speaker at an EO event – could change yours!

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If you would like Jack Daly to speak at your next chapter event, learn more about him in the EO Speakers Database.

In addition, EO Global has negotiated special rates with High Velocity Speakers to present at chapter events around the world. Speakers typically give discounted rates for multiple chapters, and this can be a great way to save on costs. Click here for pricing and additional information, and contact Becky Roemen if you are interested in putting together a tour with chapters in your area.