 | Win Without Pitching is the business development consulting firm for ad agencies and design firms that believe there is a better way to build a marketing communication agency. |
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We Will Build Expertise RapidlyWe will view our claim of expertise as a beginning and as a rallying cry for perpetual progress. Once focused, we will work to add to and deepen the skills, capabilities and processes from which we derive our expertise, and we will commit to the idea that continuous learning is mandatory.
~ wwp ~
We address here the third of our three steps to positioning our firm. First we select a focus, we then articulate that focus via a claim of expertise, and finally we work to quickly add proof to our claim.
When we put our flag in the ground, heads turn. The competition, seemingly oblivious to us before, suddenly takes notice. Those that do not claim meaningful territory are rarely attacked. What is there to defend, after all? This is one of the indulgences of the generalist: it is an easier life. It is not as lucrative. It is not as fulfilling. It is, however, easier. Nobody attacks the unthreatening generalist.
The truth about the average human being is that, regardless of what he claims to want, he will avoid the difficult decisions and the undesirable tasks, even if they represent the path to the outcome or future he desires. The proven reality is that most people will change their desires, even their values, before they will change their behavior.
Now, the question we must face is, are we most people? Will we stay on the old comfortable path where we can avoid attack? Will we choose denial and continue to shape our beliefs to conform to our old behavior? Or do we have it within us to do what we know must be done to build an expert firm: a firm that delivers to our clients our best work, a firm that brings to us the fulfillment of a career well managed, and a firm that provides to our families the security and prosperity they deserve? Will we do what we know needs to be done?
Making the Claim RealPutting one foot in front of the other, we begin by choosing a focus and articulating a claim (the first proclamation). Then we change the way we sell (proclamations two through five). We become selective about our new clients and the work we do for them (the sixth proclamation). And now that we have momentum and we begin to taste the benefits of expertise, here in the seventh proclamation we make a promise to ourselves that we will see how far we can go. We commit to deepening our expertise, rapidly and forever, so that we can find out just how good we can become.
From the moment we make the claim, we find ourselves in a race with no finish line. It is a race in which the greater our lead, the more we have to lose; therefore, the faster we feel we must run. This is not the easy path. Once we are on it, however, moving past the stationary generalists on the sideline, we realize we would not have it any other way. We would rather race to fulfill our potential than stagnate in unchallenged contentment. Previous Page: The Passion Dichotomy Next Page: The Importance of Proving... Table of Contents Own the Manifesto
| Amazon Reviews
Expert Creatives Can Make Money Too
Anyone in any creative field MUST read this book! “Blair gives every designer the information they need to change the dynamics of the client relationship, become more profitable and deliver higher quality work - if they have the balls to follow his advice!”
I believe. ”I
used to hate my job of selling creative services. Blair and his
principles taught me how to turn selling and manipulation into helping
and serving. Cold calls became introductions. Unsure of my next step
became clarity. I believe...”
Stop Selling, Start Serving - But please don't give it away! “I
have been in the agency world in new business development for over 25
years and have read all the books - Blair wrote this book for me.... and
everyone that sells creative solutions. The Win Without Pitching
Manifesto is a must read by any agency owner, leader or new business
pro.”
The 12 steps a Creative Firm must take “The
book is simple, direct, engaging, and will smack you in the head about
all the false "have-to's" in the sales process of our profession. I am
on my second copy of the book. The first copy is highlighted, marked,
folded and covered in scribbles of my notes.”
Build a better way of bringing the best business to your shop "The
Win Without Pitching Manifesto is the most important book we've read in
the last 5 years on how to build and grow a better service business.
It's required reading for our partner team and anyone in our firm who
participates directly in new business and client engagement.”
Best book I've read on design/marketing firm business development “I just finished reading this slim book cover-to-cover, having highlighted about three-quarters of the copy. It's not an exaggeration to say that I've come away with a renewed sense of hope about the future of our business.”
Concise writing, invaluable solutions “[The
Win Without Pitching Manifesto] will make a valuable addition to your
business philosophy library. The respectful treatment of creative
businesses will enchant the loopy creative mindset into focus. The
writing is concise, the solutions are invaluable.”
Sell Anything by Following this Manifesto “No matter what business you are in, if you have to sell or present your services this book offers the guidance to be disciplined about the process.”
Essential reading for the creative business owner “The Win Without Pitching Manifesto is a long overdue wake-up call to all those running [creative] businesses. How to establish yourself not just as the agency of choice but as the must-have agency and to command a price premium to match. Great stuff.” |
At last: The secret to being creative AND successful© 2012 Enmark Performance Development All rights reserved
