Effort Trumps Ability in Ad Agency Business Development
David beats Goliath
There's a great article titled, How David Beats Goliath in the May 10, 2009 edition of "The New Yorker" magazine by Malcom Gladwell. This article made me think about the small agency Davids
The Comments of Others
Todd, Thanks for posting a link to the Gladwell article and your thoughts on its applicability to ad agency business development. Gladwell’s points about being willing to try harder than anyone else and think like an outsider are well taken. I think there’s often a lot of talk about businesses being innovative, but few are willing to truly break with convention to adopt radically different approaches Those that do clearly have an advantage and are often those that, like David, resonate with audiences and succeed. It’s a valuable business lesson.
One of the foundational aspects of busdev, or business development, is to assess the current assets of the company as they relate to the maintenance and expansion of the business. To this end, the business development specialist will work closely with sales and marketing professionals to identify the degree of penetration already enjoyed by the company in various sectors of the consumer base.
For decades advertising agencies and communications firms have competed for new business in a high stakes race to show prospective clients how they can help them improve their business. The process usually involves review of credentials as well as demonstration of initial business ideas and thinking.
The potential is there but so is the risk that the target customer will completely reject the advertising. Email marketing is a science. There are effective strategies that will assure that the company will reach the greatest number of potential customers.
The potential is there but so is the risk that the target customer will completely reject the advertising. Email marketing is a science. There are effective strategies that will assure that the company will reach the greatest number of potential customers.
Mystery shopping has been used extensively in the hospitality sector to manage and improve customer service performance — as a way of more effectively managing the customer engagement from the first call to the check. This helps companies identify areas needing sales process improvement. Used in a slightly different context, it becomes a cost and time-effective goldmine of insight to perfect a business development pitch.
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This is the second half of the insurgent’s creed. Insurgents work harder than Goliath. But their other advantage is that they will do what is “socially horrifying”—they will challenge the conventions about how battles are supposed to be fought. All the things that distinguish the ideal basketball player are acts of skill and coördination. When the game becomes about effort over ability, it becomes unrecognizable—a shocking mixture of broken plays and flailing limbs and usually competent players panicking and throwing the ball out of bounds. tomtom gps
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This is the second half of the insurgent’s creed. Insurgents work harder than Goliath. But their other advantage is that they will do what is “socially horrifying”—they will challenge the conventions about how battles are supposed to be fought.
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While most everyone believes that mentoring within an advertising agency is a good thing, it is not without its cost. Mentoring takes commitment. And mentoring takes time. Time of senior people that most likely can be used to more immediate economic advantage on business development or paying client work.
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Todd, I enjoyed reading your post. Thought I’d pipe up since over the years our small B2B agency has enjoyed a few of these rare victories. Honestly its probably a combination of factors for “David” to win; drive, a great belief in your abilities, the skill to deliver, over confidence by the large agencies, some quality people on the client side, and a little luck. As we sometimes say, its like dancing among the feet of the elephants so you better be good and quick.
Cheers!
Craig