Stocks, products, services, insurance, litigation, people- 80:20 Rule keeps coming up! Look for it and you'll find it.

The universality of this principle should be a powerful guide for you in business. Find out how it applies to your enterprise, and you have power to set vital priorities which will mean difference between failure, survival, and success. Take time now to look at your business. Look at where results are coming from, and concentrate on those areas. Look at some of these areas...

- Have a product range? Have a look at how much of your profit comes from each item. Put your effort into 20% that give you 80% of your sales- your winners.

- Selling products or services? Most likely, 80% of your sales come from 20% of your customers- ones who make big purchases and are repeat-buyers. Cherish that 20%.

- Have a sales force? Have a look at how much of your profit comes from each person. Make sure you reward and retain 20% that are your winners.

- Have an affiliate program? Find top 5-20% who give you 80% of your income, and make sure you support, encourage and reward your winners.

- Do advertising? Have a look at where sales come from. Then identify few ads that really pull, and few places where you run them that really produce. Then refine your winning ads, and run them in those few places that give you best results.

Run 80:20 Rule over YOUR business today. It will save you time, effort, money and resources, and take you further down road to business success. Bon voyage!

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In adapting to market changes, smaller clients are again desirable as alternative marcom providers find ways to profitably service them and produce a desirable return in capital invested in marcom. Embracing free agent economy, senior marcom practitioners living in suburbs (better schools and affordable housing) are starting to "just say no" to adding two hours of daily commute time -- departing downtown agencies (or being let go in favor of cheaper, junior staff) to work for their own clients and smaller agencies closer to home. This is creating more affordable, project-based PR/marcom options for many tech companies with refined, controlled budgets.

For many clients, outsourced and project-based marketing communications has an economic rationale that works even in a strong economy, leading VCs to rethink their original big agency bias. It makes sense to find a marcom outsource that will work on a project basis, or adapt to a flexible, needs-based budget that allows clients to pay for resources and counsel on an "as-used" basis. It allows companies to do more short-term activities without a large commitment. If a project proves successful, they certainly can lead to longer-term relationships. Projects are a great "test drive" for both agency and client - a way to see if they enjoy working together. Advice for companies looking to outsource marketing communications:

* Location, location, location - NOT! A prestigious address does not make an agency do better work or increase chances of media coverage. Are you paying for view from your agency's conference room instead of results?

* Agencies love to drop names of contacts, but these may not be right reporters, editors, and analysts for your company. Experienced pros develop new relationships as needed.

* Look at their clip book, but don't be too impressed, especially by clips for big name clients. See what they've accomplished for clients that are about your size and budget. The people showing you past results should be same people who will do actual work on your account.

* Your needs and budget may vary from month to month. Your agency should be able to work with a flexible budget. Many agencies now require prepayment of fees. All time spent ramping up for a project is considered billable time.

* Make sure that your agency has a conceptual understanding of your company, technology, and your marketplace. Have them visit your Web site on their own time before first meeting.

* You can find a marcom alternatives through networking, referrals, online searches (use key words such as PR, tech PR, outsourced PR, marcom, etc.), or look at press releases from similar-sized tech companies in industries related to yours. Agencies that advertise or attend trade association meetings will recoup those costs in their fees.

* Pay attention to "structure" of first meeting. Does agency listen to you, or are they in "sell" mode? If they don't listen, can they really understand and meet your needs?

* Outsourced providers are a limited resource, often working simultaneously for several clients. Make sure they have bandwidth to take on additional work for your account and can meet your deadlines.

* Chemistry counts - you'll have regular contact with your agency. Nobody will ever provide a bad reference, so trust your gut instinct. Marketing communications is an investment. Selecting a source that matches your company's culture/personality is likely to give you best return.