It was ninth grade English class, first period, Layne Tackett, Pikeville High School, 1987. We were beginning a section on Shakespeare and Mr. Tackett, in his calculated and intimidating way said, pointing to a word he’d scribbled on the board, “This is doth. You will pronounce it ‘doth’ like moth. It is actually pronounced ‘duth’ like stuff. But you will mispronounce it. So let’s just get it over with and agree to say ‘doth’ so I don’t get aggravated that half of you are saying it correctly while the other half are not.”
I raised my hand.
The Achille’s Heel of agencies is they often don’t know how to say, “no.” Clients ask them if they can launch a website. Yes! Can they write a speech? Yes! Can they manage a text campaign? Yes! Can they wrap a tour bus? Yes!
The problem is that more often than not, the correct answer an agency should give is, “no.” While there’s nothing wrong with finding a suitable vendor or third party to help the client, most agencies fear appearing incapable of anything, so they say, “yes!” and figure out how later.