The Deep.

I had a great call this morning with a client with whom I’ve always enjoyed working. We talked for a long while about the large number of consulting, marketing, and research-focused firms that are able and willing to provide services without deep knowledge of client markets. Many of these firms are still maturing or don’t have the internal resources to understand the needs of particular clients—while others believe that they can learn about their clients’ needs through Google and a few phone calls.

I advised her, as I have many clients of late, that deep and rich knowledge gained over many years and with much experience will win the day. The bells and whistles of Facebook and Twitter, albeit often sonorous and lovely to behold, are mostly treats for those who want to behold the latest thing. Despite instant search and the lazy Web, I believe that a consulting firm that offers considered, thoughtful and knowledge-based ideas and advice—whether creative, quantitative, or qualitative—will drive better results to their clients.

In a highly connected yet fragmented world, strong and long-lasting communications really requires depth of experience, a history of success stories, and a repository of old and new ideas. I say this as someone who has seen the likes of AOL, Flash, and Friendster take off then fizzle, flail, fail—but good design and execution consistently sail.