The Myth of the Big Splash

big-splashIf you don’t have time to read this whole article, here’s the most important takeaway: don’t spend your entire budget on the equivalent of a Super Bowl commercial. While this may be a viable strategy for a big international brand, it’s rarely a good idea for most companies.

Let’s back up for a minute. Our agency has been around for over three decades, so, in the sharp-witted words of Farmers Insurance spokesperson J.K. Simmons, ‘we know a thing or two because we’ve seen a thing or two.’ Kidding aside, it never ceases to amaze me how many companies we have talked to over the years that are initiating an agency review because they gambled on a big splash idea that failed to produce the results they hoped for. Sometimes it’s a case of a new marketing manager trying to make a name for themselves, and in the process ends up reverse engineering the majority of their marketing budget around one big splash. Other times it’s the case of bad advice from a previous agency who’s looking to win the next new shiny award at the expense of the client’s best interest. Or it could be a clever media salesperson who manages to successfully pitch an all-inclusive campaign in their publication or on their station. Whatever the case, there’s no substitute for doing the proper research and planning before doing any creative ideation or budget allocations.

It’s tempting, but don’t give in

It can be tempting to give in to the idea of making a big splash. Maybe your competitors are all bigger than you, and you feel like doing it can give people the impression you are on their level. The key is to take a breath and not cave in to pressure or excitement. In our agency, we live by the RPIE (research, planning, implementation and evaluation) process. When you give in to the temptation of the big splash idea, you’re basically skipping the first two steps in the RPIE process and going straight into the implementation phase focusing on one big thing. It’s sort of like building a house without a blueprint and the proper permits. And by the way, the house in this example has this one incredible room that took most of the budget so there wasn’t much left for other essential rooms that you really need to live your life fully.

An integrated plan is the way to go

In the early stages of developing a marketing plan, it’s best to assess each strategic area individually (advertising, public relations, digital communications, etc.), and determine their level of importance in contributing to the objectives, and then assign percentage allocations of the budget accordingly. After that, you can look at each individual area and develop strategies and tactics within the parameters of a budget allocation. Remember, within reason, and with the right resources and planning, it’s possible to scale projects and programs and not sacrifice effectiveness.

If you’ve been tempted to go with a ‘big splash’ marketing approach, but your better judgment is telling you it’s not a good idea and you need some advice, we might be able to help. Why not give us a call? We’d love to talk to you.


How your media events really gain traction

media-eventsMedia events attract publicity and promotional coverage. They give your company direct opportunities to raise awareness of what you do while you connect with prospective clients and show them your value as a resource. Whether you showcase your business in person or through a streaming webinar, you make experiential connections that create memorable experiences for audiences that place increasing value on these direct interactions.

Time to stand out
Customers choose what your company offers on the basis of its ability to satisfy a need. How you differentiate yourself from competitors determines whether your prospects rank you above other alternatives. Media events give you an opportunity to convey your advantages directly, to reinforce your uniqueness and solidify prospects’ impressions that you know what they want and can deliver it better than others. Brand identity forms an important central aspect of the message you convey.

Establish your expertise
Hosting a media event shows your mastery in your field. Whether you put on a gathering to honor your clients or offer a webinar to share your know-how, you identify yourself and your business as authoritative leaders. That direct, confident show of in-depth knowledge makes a powerful impression on clients, prospects and the media. Publicizing your event requires an effective public relations effort to raise awareness among your audiences.

Pass it on
Brand recognition and messaging rely on your ability to convey your advantages and make that message widely available. People who attend media events tell others about what they see and hear. As many as eight out of 10 of your attendees will talk to others about their experience. When you strategize, plan and organize your event effectively, you give people good reasons to spread your message. Effective planning gives your entire organization a boost, helping you identify and communicate your company’s unique advantages to the right target audiences.

Countdown to launch
If you’re planning a new product rollout or adding a new service to your offerings, a media event offers an ideal way to reinforce the value of what you do – and to do so less expensively than if you publicized your launch with ads in traditional media. Either at a face-to-face event or online, you create cost-effective opportunities to connect. To extend the message about your new offerings even further, add printed or digital collateral literature that delivers your product or service story before, during and after your event. And to encourage your audience to attend, professionally crafted invitations convey your identity as well as your event details.

Gathering feedback
Meeting directly with prospects and customers gives you a chance to gather their equally direct feedback about what you’ve announced and previewed. That mixture of critique and praise can be essential to assuring that your product or service truly reaches the targets you’ve set up as your objectives. Your attendees’ questions may show you areas that deserve further attention before you’re truly ready to hit the market – or reveal opportunities to broaden what you offer in response to additional needs. Managing attendee feedback relies on the personable combination of direct communication and software-driven contact management.

Attracting attention
If you take the right steps to assure media coverage of and attendance at your event, you increase your attendance accordingly. To attract an ideal audience, of course, you need to know who’s important to you, whether it’s a particular type of client, an influential decision maker at a specific level of responsibility or a media personality whose audience reach can boost your profile. A public relations partner can help you solidify your sense of who’s listening and who should be tuning in.

All these tasks and considerations become much easier to handle with expert assistance, and that’s where we come in. We’ve helped our clients run countless successful media events, along with all the strategic planning, brand identity and public relations expertise that underlie a confident communications plan. We welcome the opportunity to put our knowledge to work for you. Let’s talk about what we can do for you.


Speaking the Lingo: Business Jargon and the Quest for Clarity

avoid-business-jargonThe next time you tell a colleague that you’re going to run something up the flagpole or touch base offline about synergy and ideation, reconsider the impact of “business speak” and language in general.

Language alters the brain
Clarity of thought produces clear communication. In a process known as neuroplasticity, language affects the way your brain maintains itself. Visualizing future positive actions triggers brain activity with a lasting positive impact on the capacity for self improvement.

Working in an environment dominated by business speak and corporate jargon also affects your brain. Tough-talk metaphors lead people to believe winning is everything. Vague, jargon-filled pronouncements lead to imprecise thinking. All of these verbal habits can affect your state of mind and your ability to communicate.

Welcome to the machine
The jargon of business speak began during serious attempts at business reform. In the early 20th century, assembly-line factories dominated industrial production. Mechanical engineer and efficiency expert Frederick Winslow Taylor wrote The Principles of Scientific Management, the century’s most influential work in its field. The son of wealthy Quakers, Taylor used what he called “scientific management” to increase industrial performance. “Taylorism” pioneered industrial engineering, breaking assembly-line work into its smallest units of activity to eliminate wasted motion.

This approach treats employees like cogs in a machine. A few decades later, sociological experiments revealed that workers who thought their bosses paid attention to them as people did better at their jobs than those who were treated like interchangeable parts. This focus on workers’ social and psychological needs blossomed during World War II as a way to understand culture’s role in authoritarian societies.

Human potential
U.S. corporations emerged from the 1940s as big conglomerates in which workers once again felt disconnected from where they worked, prompting a renewed interest in creating an emotional environment conducive to maximized profits. The 1950s spawned organizational development theory, which viewed employees as self-motivated performers who operate well in an atmosphere of trust. This world view fit the prevailing culture of the 1960s and its focus on personal fulfillment. Surrounding these ideas, a vocabulary of buzzwords began to build. “Synergy,” “paradigm shift” and “disrupt” all arose as business speak during the early 1960s.

Consultants took on a focal role as corporations and organizations attempted to adopt organizational development. The use of “resources” to describe employees came from the influential consultant Peter Drucker, author of the 1954 book The Practice of Management, who teamed with General Electric’s Jack Welch to overhaul GE’s organizational culture in the 1980s. Welch’s “Work-Out” program addressed the process of speeding up business problem solving and applied its own terminology to various aspects of the process. “Low-hanging fruit” emerged from Work-Out’s vocabulary.

The Dilbert era
After AT&T’s breakup into so-called “Baby Bells,” Pacific Bell introduced the management philosophy of consultant Charles Krone, who believed that the use of specialized vocabulary improved organizational health. Instead of enhancing employees’ attitudes and communications, however, “Kroning” increased the reliance on jargon. No one outside Pacific Bell could understand what its insiders said. Inside the corporation, the humanistic-sounding focus of Krone’s philosophy rested atop a “my-way-or-the-highway” approach. The comic strip “Dilbert” emerged from Pacific Bell culture, the creation of a computer programmer who lampooned the management speak he heard at work.

Krone’s philosophy fell out of use, but not its jargon. Other consultants brewed up a stew of terminology to make their insights look unique and add a veneer of pseudo-science to their theories. Consultants also introduced HR’s glossary of terms for human capital, designed to promote a focus on efficiency instead of on individual value.

Money talks
The world of finance lost its focus on worker satisfaction during the aggressive increase in Wall Street power and influence of the 1970s and 1980s. Many financial concepts, such as leverage and value addition, moved into academia and the larger arena of the world of business.

Advertising contributed its own share of the business-speak vocabulary, from the “run it up the flagpole” of the 1960s to the “personal brand” of the 1990s. With the rise of Internet technology and access, today’s jargon flashes around the globe at lightning speed. The tech world also contributes its fair share of buzzwords, including “bandwidth” and “multi-task.” The current corporate vocabulary teems with “team” language from the world of sports. The language of social equality now speaks of the demographic criteria of “diversity and inclusion.”

So at the end of the day, have an awesome aha moment about bang for the buck, and make the business case for circling back to transform core competencies as the focus of the cutting edge of corporate culture while you’re cross training your empowered employees to disrupt their workflow with deliverables that prove you’re an evolved game changer who’s fully on board with incentivized ideation. Just make sure you explore all your customers’ pain points with a paradigm shift that’s preplanned for outside-the-box thinking!

Want to avoid vague language and even vaguer thinking? Let’s talk. We value direct, productive dialog about your best approach to marketing your business.


Snapchat for Promoting Your Business: Yes or No?

In the PR industry, we strive to reach our clients’ audiences wherever they are, and in recent years, that means following users to popular social media platforms. However, while businesses have grown increasingly comfortable with advertising via Facebook and Google, new platforms pop up all the time, offering new vectors for public relations strategies and new challenges for PR agencies’ clients. The most bedeviling challenge right now? Snapchat.

The buzzy social media company could use its own PR intervention after the events of recent weeks, which saw influential celebrities abandon the platform in response to various controversies. At the same time, it earned positive press for offering companies access to its Marketing API (application programming interface) program and its rich trove of location-based user data to provide free statistical insights to brands. And in the most recent Pew Research Center report on social media usage, more than a quarter of American adults said they used the app, including a staggering 78 percent of 18 to 24-year-olds.

So, should your business turn to Snapchat as a promotional tool? As usual, the answer depends on many factors. The most important of these is your marketing and PR budget due to the high minimum spends for traditional ads; the most expensive option, sponsored lenses that feature the playful live animations for which the platform is known, has been estimated to cost between $300,000 to $750,000 per day for national campaigns. However, even smaller businesses can afford so-called “geofilters” that Snapchat users can apply to their own pictures and videos to interact with your brand.

Since nearly every business can afford something offered by Snapchat, the question then becomes whether or not it’s worth the investment. Generally, B2B marketing is out – a geofilter for a professional conference may be worthwhile for brand building, but Snapchat is far better suited for B2C tactics. There are also clear demographic trends: if you’re aiming your product or service at millennials, Snapchat is a great way to reach your audience, whereas other audiences are easier to reach via Facebook or Instagram.

But even B2C companies selling to millennials need to think carefully about how Snapchat can be effectively utilized for PR purposes. Building brand awareness with a fun geofilter, offering users barcode or QR-style coupons if they swipe up on your ad or creating a geofilter for an event that lets users share content with your brand attached are all great ways to take advantage of Snapchat. However, given the limited time ads appear on the service and the small amount of screen real estate filter and lens producers have to work with, it can be hard to go far beyond that kind of brand awareness campaign.

It also requires approaching advertising in a new, user-directed fashion. People expect casual, fun snaps that are quick glimpses into the lives of the people they follow, and businesses seeking to reach their own followers via Snapchat need to follow the format. It’s easy for businesses to come across like Steve Buscemi trying to look like a hip high schooler if they just jump right in, so business owners and marketing professionals need to do what they should do with any new platform: spend plenty of time getting familiar with the jargon and visual vocabulary before you launch your new campaign. And resign yourself to having to learn it all over again when you follow the kids to the next big social media platform.


A Tale of Two Vehicle Purchases

a tale of two vehicle purchases

Cedric and Cynthia each drive about 15,000 miles per year in their respective vehicles. At the beginning of last year, each of them bought a new vehicle with better gas mileage than their previous one. Cedric had been driving a 2003 Toyota Tundra that averaged 17 mpg and upgraded to a 2017 Chevy Colorado that gets 25 mpg. Cynthia had been getting 28 mpg in a 2008 Toyota Corolla and traded it in for a Toyota Prius Eco Eco that gets 56 mpg. Which of their upgrades had the most positive impact on the environment?

Before I get to the answer, I’ll point out this is the third in a series of blogs inspired by and summarizing some of the research of Daniel Kahneman, a Noble Prize winning behavioral economist who spent his career furthering our understanding of how we process information and make decisions. If you’re a loyal reader of the dgs blog and wondering how you missed those entries, it’s because they were posted at A sister company to dgs, we launched Magenta in 2017 as a vehicle for working with small-to-midsize businesses and non-profits in Central Indiana. Whereas dgs is very focused on serving global providers of advanced manufacturing technology, Magenta is our way of increasing our connection to our local community. You can check out the first two blog entries (and our sister website) here and here.

Back to Cedric and Cynthia. If you’re thinking Cedric’s new purchase had a better impact on the environment than Cynthia’s, you’re both correct and in a relatively small group. The rest of you likely concentrated on mpg, a popular standard that led you to an erroneous conclusion. While Cynthia increased her fuel efficiency far more than Cedric, both in actual terms and as a percentage, relative impact on the environment is measured by fuel consumption. Cedric reduced his fuel consumption by 282 gallons per year (882 to 600), while Cynthia’s highly efficient investment only reduced her impact by 268 gallons per year (535 to 257).

Some might feel tricked when they think about the above, but it says something powerful about how we make decisions and set priorities. If we’re looking at policies to reduce fuel consumption and corresponding emissions, it’s easy to concentrate on breakthroughs at the high end of the spectrum of efficiency. After all, those are the developments that the media typically focuses on. But improvements to our most inefficient vehicles can actually produce more significant results with smaller relative gains in terms of efficiency.

To me, the most important takeaway from the above is how the presentation of data can completely change our perception of what it’s telling us. Imagine my opening paragraph had stated: ‘Cedric decreased his fuel consumption by 282 gallons, while Cynthia decreased hers by 268 gallons. Who had the more positive effect on the environment?’ Anyone reading this would’ve easily and intuitively answered correctly. As it stands, my statements provided the same actual data, albeit from a different perspective.

Some of you may already be thinking of correlations to your business decisions. An obvious parallel would be cost reductions. For example, reducing the cost of one of your more expensive products by 20% may be of greater benefit than reducing the cost of one of your less expensive products by 50%. The same overall statement could apply to production times, where a small percentage improvement in a long process may yield significantly higher productivity gains than a large percentage improvement in a short process. Of course, these likely seem a bit more obvious than the example with Cedric and Cynthia.

One of the main reasons so many people struggle with the Cedric/Cynthia example is that we’re conditioned to view mpg as a highly relevant measurement of a vehicle and its environmental impact. In short, familiarity with viewing data in a specific light can create blind spots in terms of how we receive, process and apply it to our decisions. Keep this in mind as you set, evaluate and review metrics and KPIs and you’ll stand a much better chance of making decisions based on what the data actually says, as opposed to what it merely sounds like.

Next time, we’ll take a look at another situation where the framing of data has a large, determinative impact on our decision making. As mentioned in previous entries, if you find yourself wanting to take a deeper dive into behavioral economics, Kahneman’s book, Thinking, Fast and Slow, provides an excellent introduction.


Boost your organic traffic for the long-term with awesome content

boost-organic-trafficChances are organic search is one of the biggest traffic sources to your website. Every experienced web manager or marketer is determined to bring as many visitors from engines like Google or Bing to their website as possible largely because, when done properly, this type of traffic can be accomplished for no cost (and who doesn’t love getting free clickthroughs to their content?).

In most circumstances, tips for boosting your website’s organic traffic revolve around SEO best practices, which are important and will certainly help your rankings in search results. However, before you dive into the world of fine-tuning keywords and meta descriptions, your focus should be on the foundation of what brings users to your site: content.

The content that exists on your webpages can work as a tool to generate organic traffic to your site, thanks to a string of updates to Google’s algorithms, including the Panda and Hummingbird updates. These updates place a higher priority on the quality of a website’s content as it relates to the context of a user’s search query, as opposed to just matching keywords of searches to websites. In short, the better a website’s content, the more opportunities it has to meet a relevant audience that is searching for it.

So what constitutes as high-quality content? For starters, each of your website’s pages should have an appropriate amount of text; a page with very little text will be considered low quality by search engines and a page with lots of text could overwhelm readers. Pages should also contain high-resolution images. Your static webpages (pages that feature information about your products, services and company) should include relevant information to what your customers would search for, and should aim to answer questions a prospective customer might ask. Not sure what those questions are? Take some time to consider the buyer personas of your key customers. In fact, understanding your target audience and developing your buyer personas should be a priority in your marketing program.

Many websites stop after creating a few static webpages. However, if you want to boost your website visits even more, you should also create a blog or news section where you can frequently publish relevant, timely content that will encourage users to continue coming back to your site. Blog posts serve as a critical element in a content marketing strategy and can also be a powerful source of organic traffic. The more you update your site with fresh, new content, the more frequently Google will crawl your site for search terms, and the more opportunities you create for users to find content to click on.

A lot of companies have blogs. Very few use them correctly. When used properly, blog can be used as a gateway to your company’s products and services. It can serve as a way to meet a prospective customer’s needs without directly selling them a service, introducing them to your brand and your knowledge on a particular subject matter so that when the time is right for a purchase to be made, they choose you. However, in many cases, companies skip this awareness step of blogging and jump right to selling, only sharing content that promotes their company, products and services.

If you think about your own online reading habits, how many articles do you read that only share information about the author or spend the bulk of the text selling you on a product or service? Probably none. Because that would be awful.

Create content that educates your readers and helps them solve common problems. If you can, try not to even mention your brand or product in the post. As with the content on your static pages, use buyer personas to determine the problems your average customers face, and provide helpful tips and solutions to them. Don’t worry about “giving away” too much information. As marketing guru Jay Baer states in his breakthrough book Youtility, “create content your customers would pay for.” The more help you give, the more strength you lend to your brand, which will inevitably lead to more sales. And – as long as it is relevant to the products/services you sell – this educational content will bring even more organic traffic from users that may not necessarily be looking for your company or products, but are just trying to get help with a specific issue. Google rewards relevant content that aims to answer users’ questions with higher search rankings.

Once your site is beaming with awesome content, then you can focus on the search engine optimization techniques that will take your organic traffic to the next level. Stay tuned for more content and SEO tips on our blog!


Let me handle that for you

By Leslie Galbreath

If you work in business, you’ve likely heard the phrase “everyone is a marketer” uttered sarcastically at one point or another. It’s become rather a running joke in my profession. As jokes go, it’s a pretty good one because it rings true more often than it should. When folks say this, it’s usually in response to feedback from an executive who is just “not feeling the design” or a salesperson who “knows for sure that my customers don’t use Facebook for business.” Maybe from a vendor who swears that “shiny paper is making a comeback.” (I can assure you, it’s not). The point is that everyone feels entitled to an opinion about marketing. The question is, why?

The answer is pretty simple else you likely wouldn’t be reading it in a blog, you’d be reading it in my critically acclaimed think piece on the philosophy of communications. Maybe someday, but for now I digress.

Marketing communications is the means by which customers experience brands so we are all, in fact, involved in it to some degree. Websites satisfy our need for immediate gratification by allowing us to buy just about anything online from our favorite vendors. Digital apps allow us to connect with world news as reported by our favorite reporters 24/7/365 with the tap of a finger. Television ads make us laugh, cry and sometimes scream. Communication is emotional and it’s everywhere, and that’s a big part of why everyone thinks they know it – because they see it, use it and feel it every day.

I can assure you, however, that the professionals who create the apps, websites, news programs and television ads, do not do these things based on gut or “cool stuff they saw online last night.” They skillfully engineer their work based on research, training, expertise and experience in the best interest of the brands they serve. This being one among many reasons that it is so important to make sure you choose to work with trained, skilled professionals.

Marketing communications is as of yet an unlicensed profession, which creates a free for all culture that can be risky. Marketers are caretakers for a business’ greatest asset after its people – its brand – and are often responsible for significant budgets and other resources. To elevate our profession beyond the aforementioned culture, many of us seek advanced degrees and accreditation that support industry standards and best practices to grow our expertise. Others rigorously pursue certifications to ensure they are at the top of their game. Others still actively participate in professional associations to benefit from their peers’ experience and guidance. All of these things enhance the credibility of the profession and make us the best suited to decide if the design feels right and if the message is on point.

So, my advice to companies in need of marketing services is look to the experts for input and trust their guidance. To those who think they know better, keep the feedback coming, but let me handle this for you, please.


We are Thankful

we-are-thankfuldgs Marketing Engineers has much to be thankful for this Thanksgiving. From our exciting leadership changes to our continued development of our highly creative team, we are filled with abundant joy and thankfulness for all that we have had the opportunity to experience this past year. And we want to share our season of thanks with all of you – our dgs family.

“This year, I’m thankful for time to spend with the people (and dogs) I love, for people who see injustice and stand up against it and for my bright, kind, creative dgs team.”
– LG

“What I am most thankful for this Thanksgiving is that our oldest son is not deployed, as he has spent a few Thanksgivings in the past five years in combat zones unable to spend time with family.”
– MD

“I’m thankful that I work with an awesome group of people and for my loving family with which I get to spend the holidays.”
– CB

“This year, I find myself much more grateful for and appreciative of every previous president who’s served during my lifetime.”
– JM

“I’m thankful for my health and family.”
– AM

“For Thanksgiving 2017, I’m thankful for the opportunity to travel with my Mom to Raleigh, NC to spend time with my daughter Alison, my son Alex, his fiancé Kimmy and all of her family.”
– BI

“I am thankful that I get to wake up each day and make it whatever I want it to be, and I am thankful that every year my list continues to grow.”
– JB

“This year, I am thankful for the supportive, loving group of friends (both two and four legged) that have been brought into my life.”
– AH

“I am thankful for being around open-minded people who make me smile every day.”
– BL

“I am thankful for freedom, family and good health.”
– MB

“Naturally, as the latest member of the team, I’m thankful for my challenging and rewarding new job here at dgs and for the colleagues who’ve helped me meet those challenges thus far.”
– DF

“I’m thankful for all of the people (family, friends, coworkers) in my life.”
– RB

“My heart is full this year with love for my family and thankfulness my bright, beautiful and sassy child who brings sunshine to my days.”
– MM

We hope you have a wonderful holiday and don’t forget to add that extra helping of stuffing to your plate because, well, you deserve it. We know we’ll all be enjoying our time with our loved ones and sharing thanks for more than the Thanksgiving turkey. Happy Thanksgiving!


Finding the right talent

By Marc DieboldFinding-the-right-talent

In a professional service business like ours, finding and retaining the right people is the key to sustained growth, profitability, and a vibrant corporate culture. Consequently, we look at the recruiting process as an opportunity to make a positive contribution to the overall health of the company.

Every step in our process is carefully planned and executed, from the wording in the employment ad, to the questions we ask during a phone interview, to the personality and skills assessments done during in-person interviews and testing. In the end, we’re looking for a candidate that not only has the job skills and experience to be productive, but also has the type of personality that will fit in and contribute positively to our corporate culture. If we’re successful in finding the right talent, it’s a win-win for the company and the new employee.


Why Collaboration in the Workplace is Important


Time and time again, history and experience have proven more can be accomplished by many than by an individual. It is not surprising this truism extends to the workplace in the form of collaboration. Collaboration is a buzz word in business today. Companies are trending toward open-office environments and even pulling remote employees back into the office to facilitate cross pollination of ideas. There is much to be gained from understanding the benefits of effective collaboration in the workplace.

In a collaborative work environment, businesses are able to complete more projects. There is efficiency in numbers. When work is delegated strategically, tasks are assigned by competency and bandwidth. This ensures the task will not only be completed well, but in a timely manner.

Sharing ideas and suggestions promotes cross-functional understanding within departments. Brainstorming in a group setting allows individuals to think outside of their specialty or niche area. Greater awareness of business operations inspires cohesive work. It also puts employees in a position to better serve internal stakeholders. After all, your coworkers are also your clients.

Lastly, positive collaborative environments increase employee engagement. Frequent communication allows team members to develop bonds. Humans are social creatures by nature. Workers who feel their input and work is valued by their management and team are more motivated to contribute and less likely to leave.

Collaboration inspires work that is efficient, cross-functional, and valued. When a workplace environment is conducive to producing this type of work, everybody wins, not just the business.