Conversations on the art of creative entrepreneurship with David C. Baker and Blair Enns
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Top Ten New Business Development Myths
Blair is in the spotlight discussing some bad practices driven by assumptions he's seen his clients make over the past couple decades, a few of which are new to David. 10. Branding and Full Service Advertising are Specializations 9. The More You Have to Sell the More Likely a Sale 8. An Increase in Meetings Leads to an Increase in Sales 7. The Written Proposal is a Necessary Step in the Sales Process 6. Build Personal Relationships to Build Sales 5. Presentation Skills Training Leads to Improved Business Development Success 4. Chemistry Wins New Business 3. Selling is Persuading 2. It’s Everyone’s Job to Sell 1. You Have to Pitch (for Free) to Win a Creative Assignment LINKS Original article by Blair Enns, “Top Ten New Business Development Myths” The Challenger Sale by Neil Rackham Contagious Culture: Show Up, Set the Tone, and Intentionally Create an Organization that Thrives by Anese Cavanaugh
Six Staffing Blunders
Blair interviews David about six employee archetypes which can end up being big hiring mistakes for creative firms.
Making Adversarial Assumptions in the Sales Process
Blair has another podcast therapy session about “good clients vs. bad clients,” as David tries to help him see procurement people as actual human beings who sometimes are just overwhelmed.
Building Your Personal Brand
Blair has an aversion to the topic of personal branding, so David offers examples of why, when, and how the personal brands he’s seen principals develop can be either helpful or harmful for their firms. LINKS “Launch Your Career as a Podcast Guest” by David C. Baker Episode 1 of Dexter Guff is Smarter Than You: “You Don’t Exist Without a Personal Brand” The Visible Expert® by Hinge Marketing “Personal Branding for Creative Professionals” course by Dorie Clark
Can We Learn Anything From the Consulting Firms?
Blair and David explore the differences they see between consultants and agencies in an effort to understand how the landscape is changing and what creative firms can do to beat consultants at their own game. Links The Business of Expertise: How Entrepreneurial Experts Convert Insight to Impact + Wealth by David C. Baker Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life by Rory Sutherland
Be the Client You Want to See in the World
David admits to making a mistake, as Blair finishes his discussion from a couple episodes back on the eighth pricing model, which he claims “is the highest expression of entrepreneurship there is.” Links 2Bobs episode 61 - “Different Pricing Models” Prohibition Gin and Toolbox Design Cup & Leaf “Unbundling the Corporation” by John Hagel III and Marc Singer for the Harvard Business Review The Futur and Chris Do of Blind™ Conscious Minds
Size Matters
David and Blair address the obsession that many principals have with the size of firms, and the advantages of being either big or small.
Different Pricing Models
Blair is struck by how creative businesses have trouble applying their creativity to their revenue models, so he and David discuss some of the best ways firms can get paid. LINKS Subscribed: Why the Subscription Model Will Be Your Company's Future - and What to Do About It by Tien Tzuo The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue by Robbie Kellman Baxter The Automatic Customer: Creating a Subscription Business in Any Industry by John Warrillow 2Bobs Episode 31: “Mastering the Value Conversation” 2Bobs Episode 25: “Pricing Creativity” Pricing Creativity: A Guide to Profit Beyond the Billable Hour by Blair Enns
Greatness Requires Discomfort
David and Blair each share their own perspectives on how chasing comfort has kept them and their clients making the right decisions in both management and sales situations. LINKS 2Bobs Episode 2: Say What You Think The Challenger Sale: Taking Control of the Customer Conversation by Matthew Dixon
Selling to Clients With In-house Resources
Blair wants creative firms to quit viewing in-house resources as the enemy and demonstrates how the arrangements between the two can be mutually beneficial. LINKS 2Bobs Episode 2: Say What You Think 2Bobs Episode 57: There are NOT Seven Reasons Why Clients Hire You
Things Principals Should Do More Of
David and Blair each share a list of things that they wish agency principals would do more of to take their firms to the next level of success. Links "The Problem of Standards" by David Maister 2001
There Are NOT Seven Reasons Why Clients Hire You
Blair and David work on clarifying things by coming up with only six reasons why businesses hire creative firms.
Where Do Ideas Come From?
Blair and David share the places they find good ideas that they turn into content, the best of which end up being incorporated into their services. Read the transcript ➝
It's a Small World After All
David finds Blair's thoughts fascinating on how far agencies should service or pursue clients geographically, and whether or not the location of a firm should be a factor.
Why Account People Should Close New Business
David gives Blair four practical reasons for sales people to hand off new business to the account person before the deal is closed instead of after.