2Bobs—with David C. Baker and Blair Enns

Blair shares some new data (at the time he and David recorded this discussion in January of 2016) that points to the one variable that can predict the likelihood of a prospect hiring your firm.

David wants to know if Blair thinks it's harder for creative firms to find great prospective clients, or great employees, as they unpack how to attract the right candidates using a "lead generation" plan.   Ideas for "Lead Generation" of candidates: Social media presence Guest teach a single class at a known school that typically turns out a best student every semester Offer your facility as a mee...

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 Proc...

Blair interviews David about six employee archetypes which can end up being big hiring mistakes for creative firms.

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.

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 "P...

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, Busi...

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 Fut...

David and Blair address the obsession that many principals have with the size of firms, and the advantages of being either big or small.

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 R...

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

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

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

Blair and David work on clarifying things by coming up with only six reasons why businesses hire creative firms.

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 ➝

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.

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.

David gets into Blair's head to get his 10 basic negotiating tips that he has worked with clients on over the years.   LINKS "10 Negotiating Tips" (with 5 bonus tips) "Selling in One Lesson," 2Bobs episode 49 Buying Less for Less: How to avoid the Marketing Procurement dilemma , by Gerry Preece Negotiating with Backbone: Eight Sales Strategies to Defend Your Price and Value , by Reed K. Holden   T...

After having discussed positioning in multiple previous episodes, David puts together in this one episode the seven most common mistakes firms make when positioning themselves.

David asks Blair about using "after action reviews" following sales calls, and the two key questions that should be asked as a part of that debriefing process.   LINKS Episode #15 - The Best Learning Method Ever Devised: After Action Reviews, from The Soul of Enterprise Podcast with Ron Baker and Ed Kless   TRANSCRIPT DAVID C. BAKER: Blair, today we are going to talk about debriefing after a new b...

Blair asks David to make some predictions about the new year, and then they discuss some ways that businesses can prepare for and react to (God forbid) an economic downturn.   TRANSCRIPT BLAIR ENNS: David, predict the future. Coming year, the year ahead ... It doesn't matter when people are listening to this or when we've recorded it, but in the year ahead is it going to be a year of abundance or...

Blair describes to David how he was able to distill his Win Without Pitching approach into a simple formula: P=db/D Power = desirability / Desire   Links Economics in One Lesson: The Shortest and Surest Way to Understand Basic Economics  by Henry Hazlitt Economics in One Lesson  Wikipedia page Henry Hazlitt Wikipedia page The Win Without Pitching Manifesto  by Blair Enns   Transcript DAVID C. BAKE...

After touching on the topic of risk in many other episodes of this podcast, David and Blair finally take a full episode to discuss at length the role of risk in entrepreneurship.   LINKS "Confessions of a Recovering Consultant" by Blair Enns Hyman P. Minsky Archive Twitter exchange with Jonathan Stark on risk Strategic Coach program  with Dan Sullivan "A Mission With No Exit" by Blair Enns Peter D...

Blair gets David to admit that he was kind of wrong about open book management being just a fad when he originally wrote about it almost two decades ago, and David offers ways that it can actually benefit both employees and clients when used appropriately.   Links Financial Management of a Marketing Firm by David C. Baker   TRANSCRIPT BLAIR ENNS:  David, today we're going to talk about open book m...

Blair and David analyze and then look beyond the requests for reassurance potential clients make during the late stage of a sale to address their underlying motivations.   LINKS "Transtheoretical Model" (Prochaska & DiClemente, 1983; Prochaska, DiClemente, & Norcross, 1992)   TRANSCRIPT DAVID C. BAKER:  Blair, today I want to ask you about something that I've heard you talk about for many years an...