The thing about a web agency is that there are so many pieces to the puzzle. Maybe that’s what I love about it. It’s never one thing, but the synergy of many. In France they did not like that I used the word ‘synergy‘. But in the USA, it has meaning. The combined forces are better than the total of each individual source.
Early on we were 4 colleagues: one to sell, one to design, one to code, and me. And the designer, an associate at the time, asked me: “What do you do all day, Alex?” I admit I was a bit shocked by the question, but really I was shocked I couldn’t actually give an answer. I mean what is ‘Direction’. We don’t say “I do direction”. Some could say: “I think”… but thinking without action is useless. And I couldn’t really say: “I do everything”. Although I do keep abreast of everything, I am not actually “doing” anything.
It truly was a conundrum for me to answer the question. I suppose at the end of the day all we do is just try to keep the music playing* for as long as possible. Perhaps that is synergy.