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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.
President and CEO, Triad B2B Agency
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.”
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
An effective company must have a strong foundation of principles on which it is built, principles that will ultimately define the company.
When we mindfully apply our core principles, we can be assured that we are moving our business in a direction that is aligned with our goals.
We have Five Guiding Principles that form the basis of our company:
- The First Guiding Principle is that Our only limits are those we impose on ourselves™. These words have become more than a motto for Triad. It is a belief system. We as an organization are focused on pushing through any possibly self-limiting barriers, which will fuel our improvement as a marketing agency.
- Our Second Guiding Principle is based on our specialization in B2B marketing. This specialization plays a key role in assuring that we serve as an effective B2B agency for our clients.
- The Third Guiding Principle is based on our “client-centric” approach to business. Our team is fully focused on meeting our clients’ marketing needs. Supportive of this principle, we see our success being reflective of our clients’.
- Taking a serious, non-frivolous approach to our clients’ marketing efforts is the Fourth Guiding Principle comprising the foundation for Triad. We understand the impact that an effective marketing program can have on the sales success of our clients, and our efforts are directed by that understanding.
- The Fifth Guiding Principle, and perhaps the most important of the all, is the belief that the most important job of B2B marketing is supporting the client’s sales effort. Whether it’s selling a company’s brand, a product, a service, or a point of view, the first job of B2B marketing is to sell.
For Triad, identifying our Five Guiding Principles has been a key to our development as a company. The better we define what we are as a company, the better we execute as a service provider to our clients.
However, we fully understand that being fully aligned with company principles will always be a journey, not a destination. So, every day, we follow our Five Guiding Principles in working to improve on the services we provide our clients as well as the overall operation of our company.
– Tom Prikryl, President & CEO
Get Triad’s New Infographic, 10 Takeaways from the 2018 World Oil Forecast Breakfast. Download the digital PDF or get the limited print poster mailed to you for free.