7 Ways You Can Make Your Agency Better

An agency can work to make itself good. But clients make an agency great. Help us be great and provide you the best work possible. Here are 7 ways you can make your agency better.

1. Realize Your Agency Is a Partner, Not Just Another Vendor

Agencies don’t pump out ads and brochures like mass-produced sprockets. We’re problem solvers. Agency teams are trained to marry creative solutions to strategic problems. We can do so much more for you. Spend the time to cultivate a relationship with your agency and take advantage of our innovative thinking.

2. Quickly Get the Paperwork and Formalities out of the Way

Getting a joint Non-Disclosure Agreement in place is a first order of business. It gives you the confidence to freely discuss your organization and share sensitive information. The client and agency both benefit when we can quickly get to the specifics of the situation and avoid speaking in vague generalities. Initial meetings should be followed up with a Request for Proposal to quickly get the agency engaged on your behalf.

3. Make Sure Your Agency Sees the Big Picture

Once you have an NDA in place, brief the agency on your business. Get us up to speed on your market position and SWOT analysis. The faster and better we understand where your business is coming from and where it’s going, the better our work will be.

4. Teach Us the Details

As an agency we live and die by the quality of input we receive from you. Detailed input keeps our work on target and meeting your expectations. We try to ask all the right questions, but we can’t approach your level of knowledge when it comes to your business and industry.

5. Set Your Creative Expectations

Not every client and project need a full rebranding. You can help us by setting your creative expectations up front. We want to be on the same page as you when it comes to creative direction. If you’re not sure if a new look and feel is in order, just ask. Show us your guidelines and ask for a brand assessment.

6. Plug into the Power of Why

Why is one of the most useful things you can learn when looking at creative work. Every element in a layout is a result of thoughtful placement. You can phrase any design change as a why statement. Ask why we made such a choice. Or, explain why a suggested change would be beneficial to the overall design. Understanding why helps the creative team gain understanding and how to create better solutions moving forward.

7. Plan for Greatness

The Sistine Chapel’s ceiling took Michelangelo four years to complete. Great work requires time. Working with your agency to develop an overall marketing plan and schedule gets everyone onboard. Last minute projects are unavoidable, but you get the best work from your agency when you give them clear direction and plenty of lead time.

If your organization is ready for great marketing contact Triad.


Triad Clients Earn Industry Honors

Working with amazing clients is its own reward, but recently Triad nominated some of its clients for highly coveted industry honors.

In June, Triad nominated three senior executives of Ulterra (the leading drill bit manufacturer in the U.S., and one of the fastest growing drill bit companies in the world), for Petroleum Economist magazine’s annual awards, among the most prestigious in the oil and gas industry.

These included Ulterra’s CEO, John Clunan, as “CEO of the Year;” Marketing Director, Aron Deen, as “Energy Executive of the Year,” and Innovation Director Chris Casad as “Future Leader.”

The winners were announced in a black-tie gala ceremony in London on November 27:

John Clunan – CEO of the Year Runner-up

Aaron Deen – Energy Executive of the Year Winner

Chris Casad – Future Leader Runner-up

All three clients were in attendance in London, England, to personally receive their recognitions.

Separately, Triad had the honor of preparing nomination materials for Ulterra’s Chief Financial Officer, Maria Mejia, for Oil & Gas Investor Magazine’s prestigious “25 Influential Women In Energy” honors.  In November, Oil & Gas Investor announced Maria as a 2019 honoree. She will be recognized for the honor during an awards luncheon in Houston in March of 2019.

Award-winning work for award-winning clients — it doesn’t get much better than that!  Triad is honored to work with such outstanding clients, and proud to be part of them receiving the industry recognition they deserve.


The History of SEO

The story of SEO (Search Engine Optimization) is intertwined with the evolution of the modern search engine. The history of SEO is the history of the search engine, the devices we use, and the internet itself.


30 BCE

The Great Library of Alexandria burns to the ground. The destruction of the library erased untold knowledge collected from around the world.


Director of the Office of Scientific Research and Development Director, Dr. Vannevar Bush, proposes a common record. A collection of data and observations to be amended, improved, and revised to reflect current knowledge and understanding, a singular compilation of all contemporary knowledge. A radical idea prior to the internet.

pre-google-history-seoThe Pre-Google Internet


McGill University student Alan Emtage creates Archie, progenitor of the modern search engine.


Stanford students create Architext, the first search engine to sort search engine result pages (SERPs) by keyword density.

Website owners can manually submit their sites to ALIWEB for search engine indexing.

Search engines begin using web crawler robots to sift website content for indexing.


Search engines begin to resemble how they look today (AltaVista, Lycos, Yahoo!).

Protective foam equipment seller Greg Boser begins researching how to optimize his website to increase traffic and drive sales.


Google co-founders Larry Page and Sergey Brin start building BackRub (Google), a search engine that emphasizes backlinks as website ranking criteria.


Google goes live.

wild-frontier-history-seoThe Wild Frontier of 90’s SEO

Early search engine ranked website pages based on the amount of times the queried search term was found on the page. This led to people stuffing their web pages full of often-searched keywords. This practice overflowed into excessive meta-tagging of pages. Many optimizers also engaged in churning out spammy, low-quality backlinks to improve their SERP position. These bad practices were specifically targeted by Brin and Page as they developed Google. Their new search engine would rank websites based on keyword relevancy AND content quality.

2000-intermediate-years-history-seo2000 – 2002 SEO’s Intermediate Years

This time period was a struggle as search engine developers looked for ways to guide and motivate website owners to optimize their content the right way. Google labored to separate advertising from the function of the search engine. They provided guidelines on how to optimize website content the right way. This is commonly referred to as “white hat” SEO. However, without ranking penalties for bad behavior it did little to allay exploitative, “black hat” practices.

rise-google-history-seoThe Rise of Google


Google algorithm update Florida institutes penalization for keyword stuffing.


Google makes its first step towards voice search by combining customized urls with telephone calls.


Google, MSN, and Yahoo! unite to reduce spam links and website comments by instituting NoFollow link attribution.


Google launches Google Analytics, Google Webmaster Tools (Search Console), and purchases YouTube.

Search engines universally adopt XML sitemaps (search engine bot sitemaps).


Google Universal Search arrives adding news, images, and video to web search results.


Google Suggest (autocomplete) beings showing search suggestions based on aggregated data.


Microsoft’s search engine, Bing, launches.

Bing and Yahoo ally to combat Google’s 70% US search engine market share.

Expanding Search Results


Google begins delivering real-time search results including breaking news and social media posts. SEO became a concern for journalists and social media managers.


Google announces site speed is a ranking factor.

Bing and Google further integrate social media by showing related social media posts in the SERPs and assigning PageRank (measure of link’s relevance and authority) to frequently linked profiles.


Google’s Panda update course corrects its algorithms to downplay ad-riddled content farms specializing in frequent, high quantity/low quality content posting.


Google introduces enhanced search feature Knowledge Graph, focused on search intent and semantics often displayed in knowledge panels, carousels, and boxes.

Google Penguin update penalizes web pages with spam links that do not complement the page’s H1 (header).

Above the Fold update begins penalizing sites with heavy advertising in the above-fold area.


Google Hummingbird update better interprets conversational language used in mobile and voice search.


Google Pigeon update improved map and local search queries by implementing the spelling correction, synonym, and knowledge graph features of other search functions.


Moving Beyond the PC


Google mobile update begins penalizing mobile unfriendly websites and pushing websites towards responsive design.


Google introduces Accelerated Mobile Pages (AMPs), resource-light pages designed to instantly load content on mobile devices.


Google begins mobile-first indexing.


SEO in 2018 and Beyond

Contemporary SEO is About the User.

Every Google update is focused on providing a better experience for the user. You can do five things to please the people and the robots.

  1. Provide quality, original, updated content
  2. Recognize what searchers want and give them more of it
  3. Design your website for the best user experience possible on all devices
  4. Make your website and changes easy and straightforward for spiders to index
  5. Link your website to relevant, high-quality websites and disavow bad links

Check Here for more information about the digital services Triad B2B Agency offers. Or, get in touch with us directly by Email or Phone 214-953-6223.


Triad B2B Agency Named as Finalist for Petroleum Economist Magazine “PR Agency of the Year”

Triad B2B Agency of Dallas, Texas, has been named a finalist for Petroleum Economist Magazine’s prestigious “PR Agency of the Year” award.

Triad is being recognized for its recent work integrating B2B advertising, sales support and public relations to support a new product release for its client in the oil and gas industry. You can view the full case study here.

Triad B2B Agency is an integrated marketing firm with services tailored to meet the requirements of the business-to-business marketer.

In the words of Tom Prikryl, President & CEO, “There is no greater sense of satisfaction than when we contribute to the success of a client’s business. Often that success is the result of the client and Triad working together as a true team, pushing past normal. That’s the value of, and reward for, a no-limits approach.”

The Petroleum Economist awards will be announced November 27, at a black-tie gala reception in London, England.
For more information, please contact Tom Prikryl, Founder and President of Triad B2B Agency, at (469) 484-6827, or email.


“You Don’t Meet Many Dumb People in Advertising,” and Other Advertising Lessons

I got my first job in advertising as the result of a college paper I’d written. It was about a scene from Shakespeare’s “Henry IV Part 1,” where Falstaff — not scared to be a coward — is questioning the whole concept of “honor.” I was there, interviewing for a job any young writer would die for, with no experience, no advertising credits in college, and no advertising portfolio.

Little did I know, I was talking with a local legend in Dallas advertising: the late, great Les Gibson. I would come to have a lot of good stories about him in later years.

“It’s good writing,” he said, when he finished reading my paper. “But what do you know about advertising?” Part of me felt frozen. Was this my Falstaff moment? Should I stay and fight? Fold up and disappear? Or try to talk my way through it?

“I’ve never had the chance to write an ad, but I’m willing to learn,” I found myself saying, not sure what he would make of the answer. But a thought seemed to cross his mind, he got up from his desk, told me to hang on, and disappeared down the hall. A few minutes later, he returned with various objects and papers in hand – a bar-code reader, some pictures of software screens, and a painted porcelain eagle.

“Three spec projects, if you want to take a shot,” he said, laying the items on top of his cluttered desk. “The bar code reader reads bar codes, and this model is the newest and smallest one. The software needs a name and an ad written. The eagle is for an ad in The Reader’s Digest. Call me next week and show me what you’ve got.”

I left the interview feeling equal parts excitement and fear about the speculative “test” work I had just been given. I wasn’t really sure where to start! So, I did the only thing I knew to do at the time: I looked for answers in books. I bought a hardbound classic called Ogilvy on Advertising at the local bookstore that afternoon, and read it cover to cover, including captions, that evening. It was a joy to read, and it told me everything I needed to know that day.

I called Les the next morning to say I had the ads ready

He told me to come in. “Let’s see what you got.”

Introducing the best little bar code reader you can get your hands on.
Give yourself a hand around the office with 9.2.5 software.
This timeless masterpiece is yours forever … in four easy payments of just $69.95.

Les smiled when he saw the first headline, then took a red pen to my copy. “You’re missing something, here,” he said. “Something important. If you want to write copy, it’s one thing you can never forget.”
Then he said something else unforgettable: “I’m rolling the dice here, but I’m willing to take a chance on you.”

Here are some advertising lessons I learned that day

  1. Don’t let a lack of experience stop you from pursuing your goals. If you think you can do it, you probably can.
  2. You can learn what you need to know quickly, if you look in the right places.
  3. Work is always best when it’s fun, so make it that way.
  4. Seize opportunities, they are important.
  5. Show your enthusiasm. It’s the only way others will see it.
  6. Put time on your side; you might need it later.
  7. Let people know your interest – that’s the first step in collaboration.
  8. Apart from headlines, photo captions are the most-read part of an ad.
  9. Give young people a chance. There’s a first time for everything and everybody.
  10. Remember those who took a chance on you.
  11. Always include a call to action in your copy.

– Tony Ammerman, Sr. Creative Contact

About Tony


This Is It

By Brett Aitken

Excerpted from the August 2018 issue of American Consequences.

On the Ground With Cactus

I now know what the “Fifth Avenue of Oil” looks like.

A few weeks ago, I spent some time traveling around Texas with my good friend Cactus Schroeder. Cactus has been drilling oil for more than 30 years and is the president of Chisholm Exploration, an oil and gas development and exploration company. He knows everyone in the industry, and they all call him for advice. As we drove around Texas oilfields that week, he took a call from a Houston Chronicle reporter asking Cactus’ outlook on the oil sector, OPEC, and where prices are heading. Others called wanting advice on land or leases.

From the cab of Cactus’ truck, I could see oil rigs dotting the landscape. Huge tanks lay nearby with pipelines gathered around. A vibrant flare burned high above them.

As we passed one site on the left, we would see another off to the right. And more lay on the horizon.

The longer we drove, the faster the drill sites came. We went from seeing a drill site every few miles… to seeing several in as many minutes. “In the past 30 minutes, we have probably driven over 100 million barrels of oil,” Cactus said at one point.

“In the past 30 minutes, we have probably driven over 100 million barrels of oil.”

I didn’t doubt it. This was the Eagle Ford Shale. At 400 miles long and 50 miles wide, it is one of America’s largest shale-rock oilfields. Discovered in 2008, it spreads over roughly 30 Texas counties. And it’s oily. A recent study by the U.S. Geological Survey estimates the Eagle Ford has 8.5 billion barrels of oil in reserves.

Eagle Ford (along with the Permian Basin in West Texas) played a major role in the American oil renaissance that has gone on for the past 10 years.

The Permian in West Texas is America’s largest oil play and produces more than 3.5 million barrels per day (bpd). And it’s growing… Reports indicate it will hit more than 4 million bpd by 2023. Our bet is sooner.

The Ghawar of Saudi Arabia is the biggest oil field, producing 5.8 million bpd. With around 85,000 square miles of quality light crude that’s cheap to extract, the Permian is within reach of becoming the world’s largest oil play.

As we approached the town of Kenedy, Cactus mentioned that just a few years ago this tiny place had little more than a post office and gas station. Today, car dealerships, retailers, and fast-food chains flank the streets. An oil fest is going on in Kenedy. Everyone is busy. Big, brand-new cars roam the streets. Shops and restaurants are full.

We stopped for lunch at a roadhouse called Jerry B’s on the outskirts of the city. Right at noon, the parking lot was filling up. We grabbed one of the few tables available.

As we chatted, I told Cactus, “The past two hours was like a shopping spree for oil… And we had just strolled down the equivalent of Fifth Avenue.” The only difference is that in Oil Country, world-class petroleum companies control the streets instead of high-end jewelry and fashion stores.

“That’s Texas,” he replied with a grin.

Cactus had plenty of oil stories to share with me that week. But this particular day, he seemed more excited than usual. Before the trip, he told me how he was hearing more and more about a new field… And he explained it’s not so much new as forgotten.

It’s called the Austin Chalk.

Given the recent activity there by large operators – like EOG Resources and multinational ConocoPhillips – expect to hear a lot more about this play in the coming months and years.

The remarkable thing about the Austin Chalk is it has been hiding in plain sight. The rock formation lies atop the Eagle Ford. Most of the drilling we saw on our drive was likely tapping the Eagle Ford shale below. But the dynamic is shifting, and drillers are about to attack the Austin Chalk in earnest.

Reports suggest the Austin Chalk holds about 4 billion barrels of recoverable crude and about 16 trillion cubic feet of gas. But it will likely be a lot more than that… It almost always is.

That’s why I was in Texas. Cactus identified the opportunity in the Eagle Ford play back in 2010 – before any serious production began. Back then, the region produced around 50,000 bpd. He said it was so large it could become one of the largest oilfields in the history of the United States. And he was right.

He knew because he owned acreage there. The big firms were drilling all around him. Today, the Eagle Ford produces more than 1.4 million barrels per day and climbing.

So when Cactus called to tell me about new activity in this forgotten oil play, it caught my attention.

The Industry Is Suddenly Focused on the Austin Chalk

If you’re thinking to yourself, “Why now?” then you’re asking the right question.

If we’re 10 years into the American oil renaissance… and we knew about the Austin Chalk for decades before that… and we’ve had to drill through it to get to all the oil in the Eagle Ford Shale… then why are we only getting around to the Austin Chalk now?

It’s true. Since the 1990s, the Austin Chalk has remained mostly untouched. Since the shale boom began in the mid-2000s, oil drillers have gone after the easiest oil to tap. The Permian Basin and Eagle Ford hold some of the best oil in the country. And those rocks were the most likely to give up their oil with new technologies, like directional drilling and hydraulic fracturing (“fracking”).

Given the history and complexities of the Austin Chalk, there were easier and cheaper places to extract good-quality oil. But now that’s changed. And it’s because of the success at Eagle Ford which lays right beneath it.

You see, transportation matters, too. Producers must be able to get their oil to market cheaply. Eagle Ford and Permian lie in historic regions and close by all the critical refining areas.

With production up more than 75% in the Permian over the past two years, some producers are having issues getting their oil to market. At about 3.5 million barrels per day and climbing, pipeline capacity is full. But we saw companies laying plenty of pipelines during our travels through the Midlands. It may be another 12 to 18 months, but the much-needed infrastructure is on the way.

As with the Eagle Ford, the Austin Chalk is near the Gulf Coast. Corpus Christi is a jungle of pipelines, storage tanks, and refineries. Plus, it has a huge port to handle exports. There is no place where it’s easier for producers to get their oil to market.

Companies with exposure to some of the best oil fields in America – like the Permian, the Eagle Ford, and the Austin Chalk – will profit.

The Austin Chalk layer sits atop the Eagle Ford and runs from Mexico up along the Gulf Coast into Louisiana.


The U.S. Energy Information Administration recently reported that as of January 2016, the Austin Chalk has about 4 billion barrels of technically recoverable oil. Time will tell. But it’s a safe bet that the actual number is much higher.

Government agencies have a history of underestimating the amount of reserves that lay beneath our feet in the U.S. For example, they originally said the Eagle Ford had 4 billion barrels. After a decade of drilling, the U.S. Geological Survey reported this year the area has 8.5 billion barrels. By some estimates, we have already extracted close to 3 billion barrels over the past decade. Yet remarkably, the amount of reserves has increased.

So-called experts always underestimate human ingenuity. Technology constantly improves. And we can find new ways to extract more oil from more difficult reservoirs every day. Our bet is these experts have underestimated the potential at Austin Chalk as well. And by a wide margin.

The biggest challenge facing the Austin Chalk is that it’s a more complex and less permeable rock formation than the Eagle Ford. Research firm Wood Mackenzie estimates the Austin Chalk is roughly five times less permeable than Eagle Ford, which drives up drilling costs.

They estimate that the average well cost in the Austin Chalk acreage in Louisiana comes in at around $10 million. That’s more than double the cost of some Eagle Ford locations.

As we headed away from Kenedy, Cactus got his friend and former business partner, Dale, on the phone. Dale is in touch with operators on the ground in the Austin Chalk. We wanted to hear what he had to say about the Chalk play and how the best oil drilling companies are making it work.

His take: Some of the best operators are already there, some with bigger wells than most everyone else. These wells are going down roughly 12,000 feet, and then more than 9,000 feet horizontal. The normal horizontal well is about half that. That improves the economics right there.

The other thing we noticed in our travels was the number of well pads per site. Today, drillers can optimize their drilling by placing several well pads that enable them to slide the rig across, up, or down the play to maximize returns.

The average 30-day production rate for one of America’s leading producer in the Austin Chalk is around 3,275 BOE per day so far. And it is on target to complete more than 20 wells this year. Because of its exposure to Eagle Ford, its infrastructure is already in place to drill into the Austin Chalk. It’s right in its sweet spot.

Plus it has access to Gulf Coast pricing. And exports are starting to soar…


Since 2008, U.S. oil output has more than doubled – to around 11 million barrels per day – reversing four decades of production declines in just 10 years. We have gone from customer to competitor. Earlier this year, we passed Saudi Arabia’s daily oil production.

Saudi Arabia was the marginal producer for 50 years. It was the largest producer with the largest amount of spare capacity. It will continue as a top producer on a global scale.

But today, the U.S. is the marginal producer.

U.S. oil (as measured by the West Texas Intermediate crude benchmark) trades at a discount to global oil (measured by the price of Brent crude). That means our oil and gas production costs will set the price of oil globally into the future.

Going forward, regardless of whether OPEC tries to keep prices up or down, U.S. production growth will continue. And companies with exposure to some of the best oil fields in America – like the Permian, the Eagle Ford, and the Austin Chalk – will profit.

Over the past 25 years, Brett Aitken has worked with blue-chip companies and high-level business executives across Australia, Europe, and the U.S.

An expert at analyzing global businesses, Brett is currently the senior analyst for Stansberry’s Investment Advisory, and a managing director of Stansberry Research, where he oversees the editorial team and various publications.


24th Anniversary President & CEO Letter

I want to start off by sincerely thanking everyone associated with Triad over the years – employees, current and former, suppliers, and our clients. Without the efforts of each of you, Triad would have never achieved the longevity it has. I truly understand and appreciate your contribution to the development of Triad.

Given that Triad is about to become 24-years old, this is the 23rd anniversary letter I have written. While it would seem that at some point there is really nothing new to cover, every year seems to bring with it new developments, opportunities and challenges, and advancements.

This 23rd letter is no different. There is a great deal of excitement surrounding the agency, and it feels as if Triad is moving in a strongly positive direction. Since last year, we have added eight new clients, and several more clients will be signing on soon. Our range of B2B marketing services continues to expand, as we have added to the scope and sophistication of our web design and development capabilities, while making significant strides in the depth of our digital services.

Under the direction of David Hospodka, Triad’s creative director, the agency’s creative team is producing marketing materials that underscore the quality of our clients. Additionally, the work being done by David and his team is delivering a quality of work that is providing a strong level of support to our clients’ sales efforts.

On the operational side, Cheryl Roberts has taken on an active role in the day-to-management of work moving through the agency. Based on her years of project management experience while working at EDS, Cheryl brings an added dimension of organization to the operation of the agency.

In late 2017, Triad merged with Sugarek Marketing, and in the process added one of the energy industry’s best marketers, Joe Sugarek. Joe’s range of knowledge of the oil and gas industry is impressive, and his coming on board increases the agency’s B2B marketing expertise.

Every year, when I write the agency’s anniversary letter, I marvel at how very fast the time has passed since that first day, August 4, 1994. On that day, I had a vision of Triad as a premium B2B agency, delivering a broad range of agency services…with professionalism, integrity, and a real willingness to work with our clients as marketing partners. I have since learned that initial vision is actually a journey and not a destination…because as time has passed the bar we set for Triad moves higher.

Running Triad has been one of the real highlights of my life, and I am excited about this next stage in the company’s development. And I look forward to celebrating our 25th anniversary this time next year.


Tom Prikryl
President and CEO, Triad B2B Agency


5 Reasons to Embrace an Outsider Perspective

I was amazed, when in college, by how many of my peers knew what their major would be while in their freshman year! I did decide, but even today I find myself fascinated by so many areas of discipline and enjoy exploring new realms that I joke I have yet to decide what I’ll be “when I grow up.” When you approach new opportunities and possibilities in this way, it is not unusual to experience resistance and skepticism by those who have trained and studied in a specific discipline. I strongly believe the ability and desire to learn new things are paramount to happiness and fulfillment, and contend any organization that embraces this perspective is better off for five main reasons.

“Where all think alike nobody thinks very much.” – Walter Lippman

Reason #1: Shake Things Up a Little

When you are watching a play unfold in front of you – whether football or theatre – you are able to see a wider perspective. The trick is to not approach your fresh perspective as Monday Morning Quarterbacking, but in fact to challenge the way things have always been done with appropriate reverence for foundational principles. Insiders may be too steeped in the organization’s past practices to envision new approaches, and therein lies the outsider’s value.

Reason #2: Excuse for Asking Questions

I cannot tell you how many times I have spoken up to ask a “stupid” question when everyone else acted like they understood … only to discover many people didn’t understand, but were hesitant to unveil their ignorance. When you have been in an environment long enough, it is often viewed as unacceptable to ask a very basic question. When you are an outsider, it is expected. Take advantage of this and ask those questions! By doing so, you are giving others an opportunity to learn something they were supposed to have known all along.

Reason #3: Apply “Foreign” Principles

When I worked for General Motors, the Japanese methods of continuous improvement were embraced – Kaizen means “change for the better.” This constant, continuous improvement is a mindset that can be applied anywhere, at any job.

This works not only for principles and philosophies, but sometimes tools and techniques. What works at a law firm to improve processes may also work at an advertising agency.

Bringing someone on board from another industry or profession is practiced all the time … it’s called Consulting!

Reason #4: Brainstorming

In order to truly brainstorm, everyone must agree there are no bad ideas. This is a tough one, though, when an outsider doesn’t have the same background as most of the team and doesn’t speak the same “language.”

A team that truly embraces brainstorming will encourage participation by EVERYONE … especially those with varied experience.

Mark Strand, captured these feelings in the opening lines of his poem, Keeping Things Whole. “In a field, I am the absence of field. This is always the case. Wherever I am, I am what is missing.”

David Burkus, a Forbes contributor, put it this way:

“As individuals grow in their expertise, their opinions about what won’t work may grow because of past experiences trying similar ideas and failing. Those with enough expertise to generate an idea, but not enough to dismiss it untried, end up testing more ideas and, even though most still fail, every once in awhile they discover an untried idea that leads to disruptive innovation.”

– Why Innovation Needs Outsiders

Reason #5: Identify New Opportunities

I have enjoyed the opportunity to be a “connector” through my exposure to and experience in various industries. For example, a client looking to trademark their branding appreciated the fact I could connect them with an intellectual property attorney. A diverse set of competencies and backgrounds can also provide a unique perspective to identify opportunities to enter new markets, target a different type of client, and develop professional relationships and cooperative agreements.

I guess I will always be an outsider of sorts. I am thankful for the discomfort in order to enjoy the benefits.

– Cheryl Roberts, Operations Manager