"Sure we can build you a new site, but why?"

I was speaking with a peer the other day and the issue of thinking versus doing came up. We were talking about how the advertising industry has continued to slip further in the area of ability to think bigger picture about their client's business challenges. Many marketing communication firms can "do" stuff but how many can really provide thinking that will help grow their clients business. How often are agencies saying "Sure we can build you a new cool site, but why?". From what I see not often enough.

In this time of pressure, the ability to think is the most precious ability of all, and the marketing services industry needs to be training its people to both "think and do" in order to be successful. Clients want to believe they are paying for minds to help them solve their marketing and business problems. Anyone can pop out a logo and some creative, the question is why is this the content that will build their clients business. I mean really, why?