Landing new clients
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The document outlines a 7-step approach to effectively connect your experience with the needs of potential clients, emphasizing the importance of focusing on the process rather than just the product. It addresses common roadblocks to innovative ideas in the industry and promotes understanding client needs through structured experiences and objectives. The document suggests leveraging past experiences to create relevance in addressing current challenges faced by clients.
Landing new clients
- 1. Landing new clients. People | Design | Technology
- 2. “. . . but our industry is different” People | Design | Technology
- 3. 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. People | Design | Technology
- 4. Today • What’s really going on • The ABCs of creating relevance • Put this approach to work Focus on the process, not simply the product Do more of what you enjoy and enjoy more of what you do People | Design | Technology
- 5. Nothing endures but change. People | Design | Technology
- 6. #1 most viewed The Paris Hilton Channel on YouTube 191,324 People | Design | Technology
- 7. $10 million value Mentos Half their annual budget People | Design | Technology
- 8. P&G Advertising in video games People | Design | Technology
- 9. Burger King Advertising on myspace People | Design | Technology
- 10. IBM “Not advertising” on the sidewalk People | Design | Technology
- 11. “15 hours ago PLUTO was looking more and more like a goner . . .” --Sydney Morning Herald, Australia People | Design | Technology
- 12. c. 535 - Nothing 475 BC endures but change. From Lives of the Philosophers by Diogenes Laertius People | Design | Technology
- 13. “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 People | Design | Technology
- 14. “. . . but we’ve always done it this way.” Roadblocks to new ideas People | Design | Technology
- 15. “. . . but our industry is different.” Roadblocks to you People | Design | Technology
- 16. “Our . . . channels customers products Roadblocks to you— project, account, position . . . competitors . . . are different.” People | Design | Technology
- 17. Underlying forces Fear that it won’t work Fear that it will work Contribution Self-worth People | Design | Technology
- 18. How did we get here? “I need ... People | Design | Technology
- 19. What’s really going on? “I need A successful product launch Increase revenue from my core product line Self-worth ... Save my product Power Get the VP of Sales off my back Money People | Design | Technology
- 20. What’s really going on? Fuzzy thinking Successful company Employs tactic Tactic creates success We need that tactic! Strategy Does it make sense? People | Design | Technology
- 21. The death spiral People | Design | Technology
- 22. The way out is at the start Focus on objectives People | Design | Technology
- 23. Start with a process . . . any road People | Design | Technology
- 24. Always begin with the business objective Pick an example from your experience that matches your understanding of your client’s need today People | Design | Technology
- 25. Describe the background Why was this an important problem —and a difficult problem—to solve? People | Design | Technology
- 26. Explain the solution constraints Time? Money? So-so product? People | Design | Technology
- 27. Walk through the process to come to a decision Research, market insight People | Design | Technology
- 28. Describe what you executed Tie back to the objectives, constraints, and decision process People | Design | Technology
- 29. Explain the findings What worked, what didn’t, and why? People | Design | Technology
- 30. Go back And tie back to the current situation and objective People | Design | Technology
- 31. Always ( objective ) Background Constraints Decision process Executed Findings Go back ( objective ) Focus on the process of solving the problem, not the product produced People | Design | Technology
- 32. Recognize differences Laws and regulations Underlying economics People | Design | Technology
- 33. Discuss . . . People | Design | Technology
- 34. Lee Wright lee@leewright.net People | Design | Technology