2bobs - With David C. Baker And Blair Enns

David and Blair have experienced a backlash against experts, expertise, and specialization thanks to David Epstein's book, and they disagree on whether or not it's worth reading.

Blair and David discuss three tiers of inbound and outbound marketing that firms should be using for new business development.

David and Blair address a listener request to go over the challenges that principals often go through once they decide to reposition their firm.

Blair wonders if he's made an error in his efforts to prevent agencies from going into presentation mode during the sales process.

Blair predicts when we are through the COVID-19 pandemic and business is approaching normal (whatever that means), agency principals will look back with some regrets about the things they did not do, rather than the things they did.   LINKS "Four Regrets You’re About to Have" by Blair Enns "Play the Game of Constraints" by Blair Enns

Blair and David, as two white business leaders, try talking about the traumatic and emotional yet very necessary changes happening now to end systemic racism. As they listen and allow space for the voices of diversity that need to be heard, they also struggle with when to speak up as examples, owning up to their mistakes which will hopefully help lead the way for real change.   LINKS “How I’m Trying to Process Things Right Now” by David C. Baker “Speech and Systems” - episode 186 of Exponent podcast A Statement from the Founders of Monday Night Brewing  

David is frequently surprised by how many new business people have trouble answering five particular important questions about their jobs and their firms.

Blair gets David to share a part of his upcoming book about how all client relationships have a cycle of love-hate-love that we have to be prepared for and push through.

David expects to get in trouble discussing Blair's topic about the role of friendship in business—between sales people and prospects, account people and clients, and principals and employees.

David and Blair try to predict the future about what principals of creative firms can expect in their relationships with clients as the COVID-19 pandemic continues to impact business.

Blair and David address five common questions they have heard from creative entrepreneurs as they both have been helping firms navigate the economic changes being caused by the COVID-19 pandemic.

Given where the economy is currently heading, David offers a framework that can help principals of creative firms make those tough staffing decisions in a timely and considerate manner.

David asks Blair to clarify his advice on offering proposal options and anchoring. Is it about more than just scope and price?   LINKS Implementing Value Pricing: A Radical Business Model for Professional Firms by Ronald Baker The Strategy and Tactics of Pricing: A Guide to Growing More Profitably by Thomas T. Nagle and Georg Müller Pricing with Confidence: 10 Ways to Stop Leaving Money on the Table by Reed Holden and Mark Burton Negotiating with Backbone: Eight Sales Strategies to Defend Your Price and Value by Reed Holden “6 Psychological Tactics Behind the Starbucks Menu” by Kent Hendricks The Soul of Enterprise podcast, episode 233: “Pricing at Starbucks and Six Tactics You Should Know About”

Blair and David record a live episode at the Orpheum Theater in New Orleans for Bureau of Digital’s Owner Summit.   Thank you to Carl Smith and Lori Averitt at Bureau of Digital for hosting the live recording at the Owner Summit on February 7, 2020 in New Orleans. And thank you to the amazing staff at the Orpheum Theater for helping us with the production and staging!

David does all the heavy lifting for Blair in his recent article so they can finally discuss the overlap between Agile as a management method and pricing policy.   LINKS “Pros and Cons of Agile…in the Real World” by David C. Baker 2Bobs episode 78: “Phase Your Client Engagements” Manifesto for Agile Software Development “Agile is Dead (Long Live Agility)” by Dave Thomas   

Blair wants firms to get paid to write their proposals, which is the first of his four phases of client engagement.   LINKS “Different Pricing Models” - 2Bobs episode 61 “A Beginner’s Guide to Negotiating” - 2Bobs episode 53 “Alternative Forms of Reassurance” - 2Bobs episode 46 Transcript

David keeps encountering clients who don’t appreciate how their account people actually contribute to their overall business, and Blair totally identifies with the traits that David describes.   2Bobs episode 44: “The Best Ways to Disrespect Account People”   WHAT ACCOUNT PEOPLE DO, IN BROAD STROKES: Pull necessary data from the client, even when it’s tough to get their cooperation. Sell recommendations back to them that are in their best interest. Lead the client. (Interesting fact: “strategy” is latin for “general” in army who leads.) Protect margins. Grow the account. Send the client to hell...and help them enjoy the trip (e.g., change orders). Read social signals and intervene before catastrophe strikes. Manage an account review, disputes, mistakes, etc. Follow client contacts to their next job. Keep ear to the ground as agency innovates client offerings.   PERSONALITY: Goal is authority and prestige. Judges others by their ability to verbalize and be flexible. Overuses enthusiasm, selling ability, an

Blair and David share their frustrations around some contracts that they have been asked to sign, making it clear why they are not attorneys.   This episode does not contain legal advice. Get a lawyer for that: Sharon Toerek Candice Kersh Jeffrey Dermer Michael Lasky

David keeps seeing principals who get someone else to run their firm, which is not a good idea. Then he gets Blair's thoughts on why he thinks it happens.   Links David C. Baker Seminar Win Without Pitching Workshops with Blair Enns Built to Sell: Creating a Business That Can Thrive Without You by John Warrillow Entrepreneurial Operating System Traction Library The Outsiders: Eight Unconventional CEOs and Their Radically Rational Blueprint for Success by William Thorndike

David and Blair lay out some of the reasons why they think, in most cases, agencies pursuing recurring revenue models are making a mistake.   Links “Why Monthly Recurring Revenue (MRR) Arrangements May Not Be Ideal” by David C. Baker The End of Average: How We Succeed in a World That Values Sameness by Todd Rose Pricing Creativity: A Guide to Profit Beyond the Billable Hour by Blair Enns The Life-Changing Magic of Tidying Up: The Japanese Art of Decluttering and Organizing by Marie Kondō “Unbundling the Corporation” by John Hagel III and Marc Singer for Harvard Business Review