Every few years weāre told that we need to move on from using email newsletters as a part of our marketing platform. And David says that advice has always been wrong.
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LinksDavidās article on Punctuation.com (subscribe to his newsletter at the bottom of the page)
David provides some clear examples of what is required for a firm to be successful at offering one service for many different verticals.
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LinksāStrengthening a Weak Horizontal Positioningā by David C. Baker on punctuation.com
Given these uncertain economic times we are in right now, Blair is asking if some creative firms might need to rethink the market they serve, looking at whether their positioning might be too broad, too narrow, or just wrong.
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"The Target Is Not the Market" by Blair Enns on winwithoutpitching.com
David shares his decision-making framework that will help agency principals make better decisions during chaotic times like these.
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āLeading in a Chaotic Worldā article by David C. Baker on Punctuation.com
Pricing is a prison cell of our own making. And itās cultural. Blair has come up with a series of prompts as a creative exercise to help us all move into a realm of higher pricing.
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LinksāCreating a Culture of Premium Pricingā by Blair Enns at WinWithoutPitching.com
David wants agency principals to develop new business plans which delivers more new leads with less labor so their organizations can have more controllable growth, as well as increasing their likelihood for a successful exit when that time comes.
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Links2Bobs episode: āThe Rungs You Can Reach on the Ladder of Lead Generationā
NY Times article: āHow a Self-Published Book Broke āAll the Rulesā and Became a Best Sellerā
Blair thinks too many design firms and other service providers are trying too hard to raise prices by presenting themselves as more āstrategic.ā Both he and David see these agencies losing more and more work to competitors moving to off-shore teams and AI centered services.
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LinksBlairās āWhat Is Strategy?ā episode of the Ditching Hourly podcast with Jonathan Stark
David definitely doesnāt want anyone to be like tech bros, but he has recognized a few things creative agencies might be able to learn from them.
Blair has five steps creative agency leaders can take to turn their account managers, project managers, developers, engineers, and advisors into a source of instant scale to their sales efforts.Ā
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āTurning Your Delivery Team Into a Sales Teamā article by Blair on WinWithoutPitching.com
Whether you call yourself an advisor or consultant (or not), David has seven core ethical principles that should govern advisory work.
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The fact that sales people tend to talk too much is nothing new, but Blair has observed in recent client work just how profound of an effect this pervasive problem has on sales outcomes.
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