Landing new clients

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The 7-step approach to connecting your experience to the needs of a potential client in ways that make what you’ve done in other industries and for other clients relevant and compelling. Originally presented to AdFed, the ad club of Pensacola.

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People | Design | Technology

Landing new clients.

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“. . . but our industry is different”

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The 7-step approach to connecting your experience to the needs of a potential client in ways that make what you’ve done in other industries and for other clients relevant and compelling.

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Today

Do more of what you enjoy and enjoy more of what you do

• What’s really going on

• The ABCs of creating relevance

• Put this approach to work

Focus on the process, not simply the product

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Nothing endures but change.

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The Paris Hilton Channel on YouTube191,32

4 views

#1 most viewed

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Mentos

Half their annual

budget

$10 million value

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P & G

Advertising in video

games

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Advertising on

myspace

Burger King

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“Not advertising” on the sidewalk

IBM

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“15 hours ago PLUTO was looking more and more like a goner . . .”--Sydney Morning Herald, Australia 

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Nothing endures but change.

From Lives of the Philosophers by Diogenes Laertius

c.535 - 475 BC

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“This is the way he said he wanted it.”“I took it back to them, but they didn’t like it, and they want you to . . .”

Roadblocks to implementing new ideas

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“. . . but we’ve always done it this way.”

Roadblocks to new ideas

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“. . . but our industry is different.”

Roadblocks to you

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“Our . . .

channels

customers

products

competitors

. . . are different.”

Roadblocks to you—project, account, position . . .

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Underlying forces Fear that it won’t work

Fear that it will work

Contribution

Self-worth

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“I need. . .

How did we get here?

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“I need. . .

What’s really going on?

A successful product launch

Increase revenue from my core product line

Save my product

Get the VP of Sales off my back

Self-worth

Power

Money

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Fuzzy thinkingSuccessful company Employs tactic

Tactic creates success We need that tactic!

What’s really going on?

Strategy

Does it make sense?

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The death

spiral

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The way out is at the start

Focus on objectives

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Start with a process

. . . any road

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Always begin with the business

objectivePick an example from your experience that matches your understanding of your client’s need today

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Describe the

background Why was this an important

problem—and a difficult problem—to solve?

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Explain the solution constrain

tsTime? Money? So-so product?

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Walk through the process to come to a

decisionResearch, market insight

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Describe what you executed

Tie back to the objectives, constraints, and decision process

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Explain the

findingsWhat worked, what didn’t, and why?

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Go backAnd tie back to the current situation and objective

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Always

Focus on the process of solving the problem, not the product produced

Background

Constraints

( objective )

Decision process

Executed

Findings

Go back ( objective )

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Recognize differences Laws and regulations

Underlying economics

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Discuss . . .

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Lee Wrightlee@leewright.net

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