The traditional agency model is outdated, so we created a new one. We've eliminated the rigidity, excess, and ego often associated with the agency model. Our Liquid Workforce empowers your marketing team to utilize data and creativity to connect technology and culture. We represent a new type of consultancy—acting as a marketing accelerator for brands and their internal teams. Our business redesign draws inspiration from the ancient Chinese martial art of Tai Chi, which embodies the balance of yin and yang. The principles of this martial art can be adapted to the business world: by listening first, staying grounded, maintaining balance, being flexible with solutions, and remaining open to various outcomes, you can reduce friction and harness energy effectively. Traction began as an agency in 2001, delivering remarkable work, hiring talented individuals, collaborating with outstanding brands, and even winning an AdAge Small Agency Award. However, we began to notice shifts in the market. We heard from our clients that they were increasingly bringing work in-house to achieve greater speed and efficiency. Our team expressed a desire for more flexibility while still feeling part of a high-performing group. Upon reflection, we recognized that the traditional agency approach wasn't suitable for achieving a balance between the experiences clients needed and the fulfillment that talent sought. So we made a comprehensive change. What does it mean to change everything?