Free, free, set them free... Sting
Some relationships are forever. However, the ideal relationship between a consulting firm and a client has an end date. This is the philosophy at Focused, where we take the anti-agency approach. Unlike traditional consultancies that create permanent dependencies, our deprecation model is designed to make us unnecessary over time because we elevate client teams to learn the software we build. Consider this a version of the famous Lao Tzu saying: We teach a team how to fish, and they can feed themselves for a lifetime.
The Problem with Traditional Tech Agencies
We refer to children as dependents. They need the help of adults for their practical needs. Ideally, children become grownups and independent.
Most tech agencies don’t want their clients to grow up. They rely on the dependency model, which is based on the principle of building software that always has the client coming back with more problems. The system is overly complex and technical, so internal technical teams can’t manage it. Therefore, they rely on the software consultancy to oversee the software. This reliance ensures a constant revenue stream for the tech agency.
Tech companies that rely on the dependence model lack the incentive to complete the task. This often leads to artificial project extensions and scope creep, for instance, ‘Now that we're working on this, we should consider adding these enhancements.’ Misaligned incentives – the client wants the project completed as soon as possible so they can reap the benefits of the new technology – drives up project costs and limits the upgrade benefits.
Clients who rely on consultants for day-to-day assistance long-term incur costs beyond financial. It creates a brain drain as they turn their attention elsewhere, leading to innovation stagnation. Similarly, reliance on the consultant limits internal staff growth since their challenges are artificially restricted.
Technical debt (also known as tech debt or code debt) describes what results when development teams take actions to expedite the delivery of a piece of functionality or a project that later needs to be refactored. In other words, it's the result of prioritizing speedy delivery over perfect code. Finally, there’s technical debt accumulation. The consultant is more focused on delivering quickly than ideal code. After all, they can manage it. But does this best serve the clients of the client?
Focused: The Anti-Agency Approach
Ever hear adults speak in a Charlie Brown cartoon? It’s gibberish. Some tech agencies seemingly model their communication after the Charlie Brown adults.
Focused takes a different approach – transparent, not intimidating. We break down technical barriers and make complex technology accessible and understandable. As part of the Focus approach, we seek to establish clear communication channels and share our knowledge because trust is built through transparency. Because Focused is upfront and clear about how we address your tech needs, you can be confident and know we have your back.
While we speak in plain language at Focused, we don’t compromise expertise. We pride ourselves on tackling complex problems and are unintimidated by challenges. Complex problems – bring them on!
What goes well with our commitment to clarity? How about straightforwardness and expertise? As the anti-agency, we’re not interested in unnecessary complexity just for its sake. We listen and question you and then build solutions.
If the best solution is practical incremental modernization, that’s fine. It’s about measurable outcomes that deliver the results that you want, not proving our technical wizardry.
For the record, we do possess technical wizardry.
The Deprecation Model: A New Paradigm
The key to being an anti-agency is the deprecation model. The model revolves around prioritizing client empowerment over recurring revenue.
What consultant (or any business, for that matter) doesn’t want regular long-term income from clients? It brings in more investors and is the key to a steady income. But does it benefit the client?
We think not!
While we value our client partnerships, the deprecation model intentionally makes us unnecessary over time. We believe in our clients and strive to empower them to maintain the knowledge and capabilities they need to maintain and evolve their systems independently. Goodbyes are okay.
Adherence to the deprecation model impacts the relationship between clients and Focused from day one of the engagement. Unlike traditional agencies whose primary focus is recurring revenue, we pitch strategies that meet our client's direct needs and leave them more educated, capable, and ready for the next initiative. We won’t pitch a digital transformation strategy to secure a long-term engagement.
The deprecation model offers clients multiple benefits. The most obvious benefit – cost. There are short-term and long-term cost savings. Clients get the tech solution that works for their business, rather than one that is excessively complex, i.e., costly, and they manage the tech internally rather than relying on an outside consultant. Our focus on incremental changes to client’s existing systems can result in a quick impact, even within a couple of weeks.
By managing the technology, clients grow. The internal tech team is trained in the system, which improves their skills. Their everyday involvement with the new tech gives them insights that can be valuable for the business. Turning over technology management to the team also means a predictable exit strategy and heightened cost certainty.
The Focused Advantage
Focused is a boutique shop, so there’s no need to go through layers of employees before finding someone authorized to make a decision. We offer each of our clients personal attention.
Despite our comparatively small size, we offer specialized expertise. That's why big companies such as Wayfair and Hertz chose us. Don’t worry – we work with mid-sized companies too. We have the flexibility of a boutique shop with the credibility to work with any size business.
We’ve all worked with consultants who drag on projects, can’t let go, and charge way more than initially promised. Our commitment to the deprecation model is the end of the nightmare consultant engagement. We’re a true partner in the modernizing of existing systems. Clients who engage with Focused experience long-term cost savings, empowered teams, and sustainable growth.
These are the goals that every tech agency should strive for. Yet, few do. That’s why we’re the anti-agency.
Want to be set free at the end of an engagement? Contact us for free scoping.
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