I’m good at a lot of things, but I’m not expert at any. And that probably sounds like a bad thing in today’s day and age. More and more, the business world seems to be ruled by expertise. Subject-matter experts. Vertical specialists. Domain authorities. Companies wage wars for sought-after technical mavens and so-called gurus. To advance in one’s career these days, one should naturally specialize. The days of the generalist are over, right?
Did you know that it’s possible to skip the proposal? Well, it is. When a prospect responds positively and contacts you, they’ll expect you to tell them how you can help. And in doing so you’ll be summarizing what could be a “proposal,” but by doing it verbally you skip the written proposal process entirely and just follow up with a contract.
This isn't another rant about how hard the influence business has become. No, it's not going to be about how we, as insiders, are the ones who, in fact, make it harder by devaluing our work to prospective clients. Why would any person in our business bitch and moan about anything right now? It's time for the Super Bowl.
“Write whatever you are thinking,” was the advice from the people at Talentzoo.com. I had nothing. 2013 was winding down and 2014 was ramping up. Then this morning the video of Leo Burnett’s speech on “When to take my name off the door” appeared on my LinkedIn feed. He is talking about when to take his name off the door, but it is also a message to some of us about when we may need to get out of advertising.
I recently started my own marketing strategy consulting company and one of the first things I did was visit a reputable organization that advises start-ups. I also read as many online articles about starting a business as possible. I met with several people who had started their own businesses and asked them to share their most salient advice. The information I received was hugely beneficial and I’m grateful for all of it.