Make Better, Faster Decisions With VGR: Values, Goals, and Resources

By Karl Sakas

Looking for decisionmaking shortcuts? Use Values, Goals, and Resources (VGR) at your agency!

Make better—and faster—decisions at your agency with my Values, Goals, and Resources (VGR) shortcut!

Do any—or all—of these sound like you at your agency?

  • You’re stuck with “Analysis Paralysis” on a big decision, because each choice has pros and cons.
  • You want to make yourself “needed but necessary” but your team keeps asking you questions that should be obvious.
  • You’re not sure how to answer a sales prospect who wants to know what’s truly unique about your agency.

Conveniently, these problems often have the same solution—embrace my Values, Goals, and Resources (VGR) decision-making framework.

I created the concept of VGRs in my work as an agency consultant. It describes how I deliver my advice as a boutique consultant. I customize advice to each client’s unique VGR, so my agency advice is what I would do if I were in your situation, with your Values, Goals, and Resources.

By reducing “decision fatigue,” the VGR concept also applies directly to you and your work—as you manage your team, as you advise your agency’s clients, and as you make big (and not-so-big) decisions about your agency’s future.

Let’s explore how to make Values, Goals, and Resources work for you!

Handling Your Internal VGRs

You may need to do some work to nail-down your internal Values, Goals, and Resources. Fortunately, that’ll save time later, since people can refer back to what they already know instead of needing to figure them out every time.

Be sure your know your internal VGRs first, since this can help you skip certain external decisions altogether. For instance, if one of your values is that you won’t work with companies in the tobacco industry, you can auto-decline a sales inquiry from a new chewing tobacco brand, instead of wondering what to tell them.

Internal Values

At a high-level, you and your team should already know your agency’s values—it’s part of the Mission, Vision, and Values (MVV) triplet.

If you don’t, you’ll need to do some work to map those out. (It’s worth it—it’s easier to meet your goals when your team is on the same page.)

Internal Goals

You and your management team have goals. Do all of your employees know the agency-level goals? If not, you’ll want to fix that—otherwise, you risk having everyone pursuing different goals, and that’s not going to help you succeed.

Your internal agency goals might revolve around revenue and profit margins. But they might also be about quality—for instance, to secure a certain percentage of revenue from new services, to get business from a new industry, or to fix a Client Concentration problem.

Internal Resources

At its simplest, do employees know what expenses they can incur without getting their manager’s decision? Giving everyone a decision-making budget means you (and your middle managers) won’t get sucked into every choice. The budget doesn’t have to be enormous—maybe it’s $50 for a front-line employee and $500 for a director—but it means people feel empowered, and their manager isn’t necessary for every small decision. For inspiration, consider the Ritz-Carlton $2,000 rule.

Beyond that, do client-facing …read more

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