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It strikes us that agencies currently have a multitude of problems that could be solved by what management consultancies have traditionally called structured thinking.
We believe the biggest advantage of learning structured thinking is the creative solutions it leads to.
Picking apart a business problem using the scientific method, forming hypothesis that can be tested and helping teams of Planners and Creatives work together harmoniously on a brief, because they can both see logically how the thinking is structured.
Importantly the client can see the internal logic of the creative output in a pitch.
Tag Archives: referral marketing
Column Thinking – is a lead qualifying tool. A way of thinking really, to determine whether you are likely to win a piece of new business or not. You’re attempting to imagine what the buyer is most likely doing behind … Continue reading
This is a response to an article I recently read in PR Week – see here My point is you’ll never understand selling unless you understand buying. How people buy (creative services) is where you should take the majority of … Continue reading
To Pitch or Not to Pitch published in The Drum – misses a key piece of evidence on whether an agency should pitch or not. Maybe your own evidence will confirm this. Of course what an agency is (should be) really deciding … Continue reading
Psychologists or Behavioural Economists as they now like to be called have used a logic task called the Wason Selection Task as a measure of people’s reasoning powers. It is one of those pesky little tests that ‘they’ use to prove we are not … Continue reading
I recently met up with an agency head. We’d met before, when he was looking for help with lead generation. Alas we didn’t win his business then. All water under the bridge. However, he did tell me what had happened … Continue reading
Somewhere there is a meeting going on. Shut the front door, no way! In a boardroom. Wow you’re so on it today Jim. What I am trying to say is that there is a meeting going on for sure, but … Continue reading
(Clip features – Mahan Khalsa – Let’s Get Real or Let’s Not Play: Transforming the Buyer/Seller Relationship) How do people make decisions? Okay, how do we make business decisions ? Okay, how do you get a marketer to choose your agency? It’s not a … Continue reading
In my piece about new business programmes being largely dysfunctional I mention that the problem is the unwritten rule that an agency must be proactive. Which is Steven Covey’s Rule #1. I wasn’t saying don’t be proactive but think about your proactive activities. Agencies … Continue reading
(Click the pic to enlarge in) Is this what your new business programme looks like, give or take? Quite crammed isn’t it, wouldn’t you say like, quite crammed isn’t it? Quite crammed I say, what do you reckon now? … Continue reading
I heard it said on linked-in last week that the demand for new business people is about to rocket, it was on linked-in so it must be true right? Oh and a recruiter said it too, let that be proof … Continue reading