Publisher's Synopsis
The challenge for any advertising, creative or communications agency has always been gaining new business. My approach has been honed and adopted as agency business and client engagement has evolved over the years.
Permission to Win is the posture I promote to identify and attract your most viable prospects. Having a growth plan and strategic approach to gain the right new clients is something we all would agree is critical to ongoing success. However our actions do not always seem to line up. We all know "what we should be doing," - heck we do it for our clients every day - the reality is our own business growth often gets pushed aside for a million different reasons.
Moving from a responsive, or worse, reactive growth posture to one of proactive and strategic intent is truly liberating. This growth posture shift is at the core of creating a culture of growth for your agency and one which will guide your decisions, actions, effort, investment and innovation.
The end game for all of us in the agency business is to not only survive, but to thrive. Creating a culture of growth is the pathway. In this book I will cover the importance of understanding the business of your client's business, how to identify the real and relevant "conversation" inside any business vertical and how to leverage that conversation. I'll cover the importance of ongoing training and the value of inspiration to drive real thought leadership and creative thinking. I'll cover the right way to approach a competitive pitch and why the details matter so much.
This book is meant to guide and encourage you on an intuitive growth journey based on the winning approach I took to grow agencies.
