I read an article in this week's WSJ by Clayton M. Christensen and Scott Cook and Taddy Hall about purpose brands.

They begin with stating that of the 30,000 new consumer products launched each year, over 90% of them fail. This is because they don't serve a purpose. They quote Harvard professor Theodore Levitt who used to say: "People don't want to buy a quarter-inch drill. They want a quarter-inch hole!"

Purpose Brands, see a niche and serve a purpose. Like FedEx.

I believe that today's human resources professionals have lost site of purpose of recruitment advertising agency partners. Now that they can negotiate and buy their own job posting packages, write their own job descriptions, post their own jobs, and source their own candidates, agencies are being squeezed out of the process.

However, the oversight here is that clients never needed recruitment advertising agencies. What they need are talented employees. And anyone adding value to the process of finding them is important, providing the costs justified the services rendered.

In today's world of CRM - Candidate Relationship Building, CC- Candidate Care, Niche Marketing, Blogging, Viral Campaigns and more, organizations need someone to develop strategies and communications to support their efforts. They need to differentiate their opportunities in the minds of the talent, customers and investors to continue to build equity.

Not only is there no one correct approach, but with all the multi-tasking that technology has now enabled us to do, can we even think about what we need to do?

We go to restaurants though we can cook, hair cutters though we have scissors and spas though we have bathtubs.

Isn't it great that we can also have a partner who can think? And best of all, like your favorite pizza place, BRANDEMiX Delivers!