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Planning & the Art of Business Development
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A presentation I gave to the students at Miami Ad School in San Francisco.
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Planning & the Art of Business Development
1.
MIAMI AD SCHOOL
SF - ACCOUNT PLANNING BOOTCAMP PLANNING & THE ART OF ! BUSINESS DEVELOPMENT Matthew Milan, Principal & CEO
2.
mmilan
3.
THREE TOPICS LANDSCAPE
ROLE OPPORTUNITY
4.
LANDSCAPE 1
5.
THE UGLY TRUTH
ABOUT NEW BUSINESS 1
6.
N EW
M O ST S SS W IN BU SI NE T O T HING V E NO IN G HA P LA NN W I TH DO
7.
THIS DOESN’T MEAN
THAT YOU HAVE TO ACCEPT IT.
8.
THREE SCALES BIG
CLIENTS SMALL CLIENTS UNCLIENTS
9.
BIG CLIENTS =
BIG PITCHES
10.
SMALL CLIENTS =
SMALL PITCHES
11.
UNCLIENTS = NO
PITCHES
12.
FOR EACH SCALE,
THERE IS A ROLE FOR PLANNING! BRIEF! BRIEFING! SOLVING!
13.
IN ANY NEW
BUSINESS OPPORTUNITY, ASK YOURSELF! “HOW CLOSE DO I NEED TO GET TO THE SOLUTION?”!
14.
BIG = TELESCOPE
15.
SMALL = MICROSCOPE
16.
UNCLIENTS = STETHOSCOPE
17.
WHY DO WE
CARE ABOUT UNCLIENTS?
18.
SE
IN B EC AU F R LD O HE W O T IN G & VE RT IS Y AD NG ,T HE AR KE TI M NN IN G EW I
19.
THE VALUE OF
PLANNING IS IN UNDERSTANDING HOW TO WIN
20.
21.
22.
23.
ROLE 2
24.
NOBODY CARES ABOUT
YOU OR YOUR LITTLE STRATEGY 2
25.
THE ROLE OF
PLANNING ! IN NEW BUSINESS
26.
USE OF PLANNING
! CAPABILITY VARIES WIDELY, ! EVEN WITHIN ORGANIZATIONS
27.
THE ROLE OF
STRATEGY! IN NEW BUSINESS
28.
29.
IN REALITY MOST
OF WHAT IS PASSED OFF AS “STRATEGY” IS REALLY JUST A BIG IDEA WITH SOME TACTICS
30.
31.
TRADITIONAL! COMPETITIVE
STRATEGY! MODERN! POST COMPETITIVE STRATEGY! PLATFORM STRATEGY! POSTMODERN! OPEN STRATEGY! UNFINISHED STRATEGY!
32.
REGARDLESS OF THE
STRATEGIC MODEL YOU APPLY, MAKE SURE YOU UNDERSTAND HOW IT FRAMES OPPORTUNITY AND ADVANTAGE FOR THE CLIENT
33.
TEAM LEADERSHIP
34.
REAL INSIGHT
35.
TRUE STRATEGY
36.
NO BRIEF
37.
38.
ALWAYS BE BRIEFING
39.
DON’T DICTATE, BUT
COLLABORATE
40.
BE THE GLUE,
NOT THE GURU
41.
OPPORTUNITY 3
42.
A TRULY POSTMODERN APPROACH
TO NEW BUSINESS 3
43.
PLANNING 2.0! HACKING THE
ROLE!
44.
PLANNING 1.O IS
ROLE BASED
45.
PLANNING 2.0 IS
CAPABILITY BASED
46.
FOR NEW BUSINESS
ACTIVITIES, THIS MEANS BEING ADAPTABLE.! PUTTING AS MUCH OF YOUR CAPABILITY AS POSSIBLE TO THE EDGES OF THE TEAM.
47.
THIS MEANS BEING
ABLE TO CHANGE YOUR ROLE AND POINTS OF INPUT TO BEST INFORM THE PROCESS
48.
49.
PARKOUR IS NOT
ABOUT RUNNING & CLIMBING.! PARKOUR IS ABOUT NAVIGATING UNCERTAINTY IN REAL TIME.
50.
IN CONTEMPORARY NEW
BUSINESS ACTIVITIES, UNCERTAINTY RULES…! AND RULES TEAMS.
51.
THE OPPORTUNITY IS
TO PROVIDE STABILITY AND INSIGHT AT THE SAME TIME
52.
INCREASINGLY, SUCCESS IN TEAM-BASED
NEW BUSINESS WORK IS ABOUT BEING A GOOD FACILITATOR
53.
THE VALUE AND
LEADERSHIP YOU PROVIDE IS ALWAYS THAT OF A TRUSTED ADVISOR, BUT THE WAY YOU SHOW THAT WILL VARY
54.
TRUST = ! OWNERSHIP
& ACCOUNTABILITY
55.
TRUST !=! THROWING A
BRIEF OVER THE WALL
56.
TRUST = ! SHARING
RISK
57.
SELL CAPABILITY! NOT
ANSWERS
58.
ASSUME STRATEGY &
! DIRECTION WILL CHANGE
59.
EXPAND YOUR ROLE
IN THE PROCESS BY LEADING WITH INSIGHT
60.
BRIEF WHEN NECESSARY,! BUT
ALWAYS BE BRIEFING
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