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

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

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

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