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"On the bakery shelf of Sweet Tobin's emporium was a sign which said: BAKED FRESH DAILY, THESE LOAVES CONTAIN ONLY FLOUR, WATER, SALT AND YEAST. NO TWO ARE THE SAME. Marshall could see they were clearly irregular: they were not the same and yet he could not tell one from another."
-Mark Helprin
Refiner's Fire
Every business development firm has its own proprietary system. "The Breakaway Program." "The Marketing Peel." "Couch Money." All different, but all sort of the same. What do they actually do? And why do different clients end up using the same system?
We don't work with systems. We work with people. All the clever names and flowcharts in the world don't matter if the client can't, for whatever reason, use what we provide. Every client has different needs, different strengths and different weaknesses.
So, rather than systems, we have principles. Here is what we try to do - for every single client, every time:
Listen: make sure we understand what you need
Before we lift a finger, we make absolutely sure that we have a crystal-clear, copper-riveted, detailed understanding of exactly what you need. We ask a lot of questions. We listen to your answers. And just to be sure, we put it all in writing, and have you review it. And along the way, if you have ideas, problems, suggestions, or objections, we listen to you then, too. Even - or especially - if it's hard to hear.
Produce good work
Everything we do should be of the highest possible quality. This actually boils down to a series of small rules, all of which add up to really good work. A few of them:
- When editing or proofreading, the job is done when a) you find no errors, b) you've read the document so many times you're sick of it.
- Take notes after every meeting.
- Hire the best creative talent you can find.
- If you can, work a few days into a deadline to let drafts breathe. Looking at something from a fresh perspective always pays off.
- Pay attention to version control when a group of people are working on something. Decide, and enforce, whose turn it is to edit, and only one at a time.
Be Prepared
Whenever you talk to or meet with a client, don’t waste their time, which, after all, is what they sell. Know what you want to accomplish, and get it done.
Explore Alternatives
Keep asking "What if?", "How about?" and "Why not?"
Play to Strengths
When developing programs, leverage the client's strengths, and don't try to get them to overcome weaknesses or liabilities. It's almost impossible to do, it's disheartening, and it's a waste.
Use Any Good Idea
The best ideas rarely arrive with a label on them saying "Best Idea." Pay attention, and use anything good you encounter, no matter where it comes from.
Remember the Difference Between Skills and Knowledge
Knowing how to do something is completely different from doing it. Business development is largely about skills, which require repetition, patience and practice.
Remember the Importance of Soft Skills
Business development is also largely about emotion, perception and impressions. Keep making this point. It's important, and clients tend to forget it.
Document and Follow Up
It's not the client's job to remember things, to schedule, to keep a project moving forward. It's ours. Document everything, send reminders and follow up.
Communication Is Our Job
If a client misunderstands something, it's our fault. It's our responsibility to make sure they understand us.
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