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Pitching as the Underdog

Bob Wiesner | December 4, 2018

In a competitive new business pitch, you need to know who you're up against. If the prospect won't tell you, don't bother participating. After all, how can you help them when you're hired if they're going to withhold critical info …

Why Your Data Doesn’t Drive Better Creativity

Bob Wiesner | November 20, 2018

Data matters. Creativity matters. Data plus creativity matters the most. It's now well established that the upside is terrific when marketers and their agencies can integrate data and creativity. McKinsey lays out a very strong case right here. Where creativity and …

Do You Need Courage for a Courageous Conversation?

Bob Wiesner | November 6, 2018

We all have faced the prospect of providing comments, news or feedback that we rightly believe will be tough to hear. We fear the reaction we'll get. Not just disappointment, defensiveness or anger. Perhaps also indifference or rejection. What do we …

Agencies Must Lead, Not Follow

Bob Wiesner | October 23, 2018

Consumer behavior is changing. Brands recognize this by making their own changes. HBR has written about it. Brands follow consumers. This is good. Client behavior is changing. Agencies recognize this by making their own changes. Agencies follow clients. This isn't so good. Tell you …

Talent Management for Fun and Profit

Bob Wiesner | October 9, 2018

Here's a fascinating finding about people, leaders, and success: A small percentage of your people - perhaps only 2% - account for a massive part of the value you provide your clients or customers. So says this article in McKinsey …

You Are The Source of Insights

Bob Wiesner | September 25, 2018

Insights sell. They're the key to penetrating new clients. To getting into the C-Suite. To winning new business pitches. Have I made it clear I think insights matter? My clients might not agree at first, but all of them come around. Once …

The Weak Link That Limits Your Growth

Bob Wiesner | September 11, 2018

Organic growth is the indisputably easiest way to increase revenue. The exceptions are few and far between. While nearly every agency and professional services firm gets this, agencies seem to have particular struggles with organic growth. It's much harder than it …

Content is the Key to New Business

Bob Wiesner | August 28, 2018

Too many new business efforts are built around the organization's capabilities. Sure, prospects want to know what services you offer. It's a necessary part of the business development process. But I think agencies and professional services firms put way too much …

Doing More with Less Isn’t a Strategy

Bob Wiesner | August 7, 2018

We haven't seen the end of continual RIFs (reduction-in-force). Automation, commoditization, erosion in margins will continue to put pressure on profits, especially for professional services firms, and even more so for ad agencies. It's been argued effectively for years that you …

The Case for Plain Language

Bob Wiesner | July 24, 2018

Books have been written about it. Psychologists have researched it. It's on everyone's list of least favorite business things. Yet it still exists. And may be growing. I'm talking about business bullshit. The desire so many have to make communication more complex in …

Avoid the Hidden Cause of Bad Hires

Bob Wiesner | July 10, 2018

Advice on how to hire is available just about everywhere. For example, this article from HBR gives you great direction. Most articles contain at least a few tips on the kinds of questions to ask. We've already discussed the value of …

Biased Decisions Mean More Pitch Losses

Bob Wiesner | June 26, 2018

We're all aware of unconscious bias. Or should be. It impacts diversity and inclusion results, hiring decisions, employee engagement and retention and corporate culture. Biases might also explain why we sometimes find ourselves in new business losing streaks. Biases can be a …

A Huge Flaw in the Pitch Process

Bob Wiesner | June 12, 2018

"Customer experience" is recognized as a huge part of marketing. Once a brand knows what it wants to be, every touchpoint with potential and loyal customers has to reinforce that perception. It's become a huge part of differentiation and purchase preference, …

Why Don’t You Pursue Organic Growth?

Bob Wiesner | May 29, 2018

Prevailing sales wisdom is clear. Organic growth is the best way to add to the top and bottom lines. McKinsey makes a simple, compelling case right here. Yet too many agencies and firms invest way more resources in new business pursuits. I …

Why Have a Personal Value Proposition?

Bob Wiesner | May 15, 2018

We've all been hammered relentlessly with the importance of fitting in with culture, being part of a team, showing some humility. Maybe some companies have taken this too far. In my work, I've seen many new hires at organizations who fit in …

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