Innovating with Purpose with Brenton Cannizzaro

In Brenton's words

Why not all websites are equal

"There's a perception in business that it's very easy to create websites, and that anyone can create one for you. You'll even see accountancy and financial companies now saying they'll design your website.

Brand agencies, PR agencies, SEO agencies: digital is so specialised. You need to stay in your lane these days. It was very different 20 years ago, 15 years ago, even 10 years ago.

If there's one bit of advice I can give, it's this. If you're looking for a partner anywhere in digital, find one that stays in their lane, specialises and does one thing. Any agency that says they can do all of it usually does one thing well, and the rest they're outsourcing. They lose control of it, and unfortunately the customer ends up with a subpar solution.

If someone comes to me and says they need SEO, Doreen is one of the key people I recommend, because she's a specialist and that's what she does. She doesn't make out she does other things. We don't touch SEO. We understand it, and I'd like to think we could probably do it, but we'd only do it at 25 or 30% of the level she does."