I enjoyed this interview in the Wall Street Journal Magazine with Dave Droga of Droga5. There were some comments that I thought were trite, but also some that succinctly and eloquently articulated a vision of the branding and advertising industry. This particular comment hit home for me, though: “I’m a big believer in not having an agency style.” Where clients ask agencies to replicate an aesthetic they have seen that agency produce for someone else, “eventually you end up giving everyone else fake versions of someone else’s DNA.”

That truly captured what I feel about my firm in seeking actively to hard-wire variety in our business. Of course, we have centers of excellence, whether in a sector, such as real estate, energy or manufacturing; a field of communications, such as investor communications, internal brand expression or social media; or in a service, such as brand architecture consultancy, Web usability or identity design. The main point, though, is that we have sought to avoid being imprisoned by any one particular discipline.

Whether external, respecting type of clients, or internal, respecting your “style,” there is much to be said for focusing on a niche given the depth of experience or expertise that can provide. What is missing, though, is that open door to a diverse, holistic awareness that is essential to generating genuinely unique and audacious thinking.

Our innovation and inspiration, our creativity and culture rely upon variety. We are able to leverage our experience, insight and passions across a miscellany of sources, all of which make our lives more enjoyable and our collaborations more potent. Frankly, it is fun.