“I’m not an indoor cat.” At this moment in my career, I bring more value to companies by provoking from the outside instead of driving change from the inside. So when I’ve been asked if I’m going back into a full-time job anytime soon, that’s my answer. The thing is, staying fresh as a company requires both. It requires internal actors who understand the system and are incentivized to keep pushing it; it requires outside provocateurs that provide perspective and positive collision. Years ago, we intentionally set up my agency W&W to accommodate for this flow after seeing the institutionalization that can happen within strategic/creative shops, a phenomena that ultimately undermines the value that we’re supposed to bring to clients. We called our structure “a spine with a blob.” The Spine were full time employees who understood our standards, processes and culture. They worked fast and well together. The Blob was a deep and wide pool of freelancers, friend shops and other amazing folks that we brought in and out on almost every project. The Spine was deliberate about intaking and outtaking the Blob. We got good at onboarding them, guiding them, integrating them into our processes and getting clients to understand the value of them. The goal is build a structure that keeps the oxygen flowing so that the core system stays fresh and forward-leaning. imho, this is critical to any organization that wants to stay on the leading edge.
Never would I have thought to be flattered to be called a blob.
Really great concept here. Outdoor cats are supposed to drag indoor cats outside every once in a while so that they can improve their indoor experience. But if outside cats spend too much time indoors, they’re not adding to the indoor cat experience. And outdoor cats can’t stay indoors too long anyway, it’s not in their nature.
I feel like the counsel I now provide clients is broader, bolder, and more strategic than ever before because I don't have the internal politics to block the truth. Outside partners and inside collaborators are the key to success. Love this post and, as always with every post, agree and respect your thought leadership daily.
I also like Amelia Torode's take years ago, which really stuck with me, of 'Agency and Friends' - with the implication that those freelancers were far more than just freelancers, but trusted friends who happened to ebb and flow in and out of the business. And that's certainly the way I prefer to freelance.
Heidi Hackemer LOVE I tend to say I’m a triangle not a square but that never felt “right” this feels visceral, outdoor cat celebrates the wild ones who may be missing an ear but have their own breed of wow. Blobs and spines are both vital - that’s the magic mix.
Spine Blob is my favorite term I've seen in a while. Its a perfect descriptor.
HOLY COW...your description of the role of an "outside cat" is spot on: "it requires outside provocateurs that provide perspective and positive collision." 🙌
Love it. There was a good description in ‘The Craftsman’ by Richard Sennett which this rhymes with too (captured a little about it here, a while ago - https://smithery.com/2014/03/16/the-good-master/ ) I am now wondering, in this day and age, how much (if at all) people are also thinking about things like using different LLMs etc, so as not to get stuck with one perspective and algorithm, but to keep new oxygen flowing in.
Love this description - we use a similar model. A core and then the partners and experts we flow with based on the opportunity for the client that we're trying to open up.
Freelance Strategy & Research
6dI miss that Blob Life