A lot of agency principals speak with passion about transitioning the ownership of their agency to their employees, instead of eventually selling to or merging with another firm, but my guess is that only a fraction of those who say their goal is internal perpetuation will ultimately pull it off. Why? Because for many a lack of preparation will simply make it impossible–they will be like out-of-shape athletes attempting to run a marathon.

If pressed to explain how they'll perpetuate, many freely admit they aren't sure whether they are on the right track. Preparing for perpetuation is complicated, and many don't even know where to begin.

There seems to be a real hunger among agency principals for diagnostic tools to help them assess their firm's level of “perpetuation fitness” and for prescriptions to help remedy those areas where their perpetuation plan is ailing. What if there was a “Perpetuation Fitness Exam” that an agency could undergo?

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