In this interview, Brent Hodgins discusses the key challenge of fighting procurement's commoditizing force. Because procurement’s role is to bring order to the review process (for all new "vendors"), they insist on having agencies all follow the exact same process and be evaluated by the exact same criteria.

However, if you follow the rules of the pitch as prescribed, two things happen: you blend in the with the pack (you become commoditized) and you deliver the...

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