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| The challenge |
| In theory, a marketing services agency is innovative in helping its clients meet business goals. This small marketing services agency has experienced incredible success due to superb program execution, but struggles when trying to develop new, breakthrough ideas. |
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| Their Creatrix™ profile |
| A study of their group profile points to the reason. This group falls below the midpoint for creativity and is only slightly above the midpoint for risk-taking. |
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| Now, let's look at their creativity and risk-taking drivers. Inner-direction is one driver of creativity, yet their inner-directedness is quite low. Instead of choosing their own expectations and norms, they are looking to the outside to tell them. In the world of marketing services, that translates to seeking clues and direction from the client rather than taking the creative lead. |
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| The results |
| Open Dynamics worked with each member of the team, helping them to focus more on becoming inner-directed, which moved their organization from Modifier to Practicalizer on the innovation scale. They are now better at fulfilling their own expectations as a creative agency, which is reflected in the stronger relationships with their clients. |
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