My hope for 2013.

Here's my wish for 2013.

It's simple.

It's one sentence.

Just three words, actually.

Let's get serious.

Let's not spend time on things 'that will change everything.'

Let's do work that moves clients' business, not just the egos of those involved.

Let's stop valuing valueless companies in the billions.

Let's stop talking about things like "mobile strategies" and "likes" and "conversations" that have never been shown to produce a dime.

Let's stop talking about story-telling if we're not willing to get stories time to develop.

Further, if you, yourself mark yourself as a storyteller. Don't say so. Tell stories.

Also, if you're a storyteller, you might want to actually read some great storytellers.

Let's stop smirking at blatherfests like SXSW and start telling the people who are paying for those trips (in the form of a cruddy stock price, a two-year raise cycle, a deflated salary or a Ebenezer-esque bonus) what you actually learned. Learned that was of value to our business.

Let's show ROI.

Let's assert to clients that we make a product--marketing communications--that we are not a "service" and that we shouldn't, therefore, be treated like mere vendors.

In other words, let's make ourselves important again.

By doing important things for clients' businesses.

Not by being self-important.

Let's get serious.