In this episode of Chats with Chip, Matt Rizzetta, founder and CEO of N6A, discusses a new model he calls Outcome Relations, designed to provide measurable accountability to clients.
Matt explains the benefits of Outcome Relations, how the workforce has changed over his career, and how entrepreneurs need to make mistakes and innovate incrementally over time to be successful.
- Matt, on the impetus for starting his own agency: “I always had a little bit of an entrepreneurial mindset, I saw some things that I liked in the agency world, I also saw some things that I didn’t like. And I thought that it would be neat to strike out on my own and put sort of a unique kind of spin on PR agency culture, which I thought really needed an injection of energy and innovation at the time.”
- Chip, on how youth can be an asset for agency owners: “It really sounds like you sort of set out to build a better mousetrap. And as is often the case with younger entrepreneurs, you don’t know what you don’t know, you don’t know what’s not supposed to work. So you get to be much more creative and inventive.”
- Matt, on why agencies have to transform how they sell themselves: “It’s very difficult nowadays, in the world of immediate measurement and accountability, to be able to sell a product or a service that really has an intangible value to a client the way it once did. So I think it’s incumbent on PR agencies to try to shift, to transform, to reinvent themselves, and to innovate, in a way where they’re not just selling intangible value, they’re selling value to a client that, they’re selling a result to a client that has a tangible value on the P&L.”
- Chip, on the better way to judge success: “I’ve been on the the media and monitoring and measurement side of the business a lot over the course of my career. And so I’ve often talked to clients and others about the need to focus on outcomes and not output.”
About Matt Rizzetta
Matt Rizzetta has served as CEO since N6A’s inception. Under his leadership, N6A has been ranked as the #1 fastest-growing agency in the United States in its revenue category by O’Dwyers, as well one of the 50 most powerful agencies in the United States by the Observer. Matt has been instrumental in creating N6A’s “Compete and Care” culture and “Embrace the Pace” atmosphere, which have been lauded as the most rewarding, collaborative and unique in the agency world by Forbes, Monster.com, New York Post, Chief Learning Office Magazine, Entrepreneur, and others. N6A was named a finalist for Digiday’s Most Innovative Culture Award, and as a winner of PRWeek’s Best Places to Work. Matt serves on the Alumni Board of Directors at his alma mater Iona College, and resides in Westchester County, NY, with his wife and three daughters.