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1 belief on Risk, written by Mahesh Murthy.
Every agency says it believes in its recommendations. Belief is cheap when someone else pays for the test. The honest question to ask any advisor is what they lose if they are wrong.
Our answer is specific. We are paid from outcomes, through revenue share or equity, and we decide case by case whether to also put in our own time and media money. When we take that position, a failed campaign costs us, not just the client. That changes which campaigns we propose in the first place.
Skin in the game is not a slogan here. It is the entire business model, and these essays explain how it works and why so few firms copy it.
Any agency can tell you your strategy will work. The ones who truly believe it are willing to put their own resources behind it — time, and where the case is compelling, media money. We decide that case by case. That is the only honest signal of confidence in this business.
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