If businesses were to think about marketing agencies they would ask them to focus on what they can control. They would ask their agency to create the strongest possible platform for growth. They would ask them to clarify messaging, rationalise processes, gather evidence and tell a story capable of moving buyers to act.

Whenever you buy anything, you have to feel you are making the right decision and you have to think about it, if only for an instant. Feeling and thinking correspond to two brain systems or dual processes: System 1 and System 2.