Had an amazing week last week accompanying Ron Baker (VeraSage founder) to Istanbul for a presentation to the Turkish Advertising Association.
Ron introduced Value Pricing in a presentation called Creating and Capturing Value to a group of about 80 people. These were ad agency owners and executives and I was delighted to see that the average age was probably about mid-30s, and women outnumbered the men in the room. As such, the concepts were well received. Many international agencies were represented.
What impressed me most was that the group didn't ask all the "how?" questions we usually get. Instead they asked really good "when" questions.
Of course people always want to know who else is doing this. No matter how long or short the list is, the audience is never quite satisfied with the answer. I'm seeing Ron's point that it doesn't matter who's doing it or not. If you know in your gut that the approach makes sense, why be concerned with who and how many are already doing this?
As Ron spoke, the audience was inspired with new methods of increasing the focus on providing value to their clients through innovation and creativity, and through aligning their work with their clients' definitions of success. Perhaps ad agencies are more inclined to adopt value pricing sooner than accounting and law because their career satisfaction is more tied to their creativity and effectiveness than their hours billed. I think they are hungry to align themselves with their advertisers.
I'm encouraged by the spirit of interest I saw. And there were several publications represented each of whom interviewed Ron. One was the Turkish magazine Ekonmist, another the largest Turkish newspaper Hurriyet, and the third, a key sponsor, MediaCat (site in Turkish).
It was an honor to be Ron's entourage on this trip. And I thank our fabulous hosts, Aygen and Alev in particular, for their warm welcome and thoughtfulness in every detail of our trip. Alev, our tour guide and a delightful lady, took this shot of Ron and I at a coffee bar where we had amazing Turkish coffees.