In the second episode of the companion podcast to the book Stuff and Things, I unpack the art of client relationships and adaptability in the business world. In this episode, we’ll explore:
– Why one size NEVER fits all in client communications
– Navigating different leadership styles – from hands-on CMOs to hands-off executives
– The exciting (and sometimes chaotic) world of startup collaboration
– How to maintain your agency’s unique perspective while being flexible
Packed with real-world insights and mildly amusing anecdotes, this episode is a must-listen for anyone in client-facing roles, marketing, or business development.
Key Takeaways:
– Adapt your communication style without losing your identity
– Embrace the diversity of client interactions
– Learn to be agile in a fast-changing business landscape
This podcast is an expansion on the thought Size Matters from the Book Stuff and Things available in digital and print versions on Amazon.
Recorded in a Tesla Model Y in Romsey, England. Sound quality better than Episode 1 but quite bouncy in the space. I get increasingly hotter inside the car.
Previous Episodes:
Transcript:
Episode 2 – Size Matters
Welcome to “Stuff and Things,” the podcast where we unpack two decades of business wisdom in bite-sized stuff… stuff and things. I’m your host, Nicholas Gill, and today we’re delving into why size really does matter – in business, that is! Don’t worry, this isn’t a Cosmopolitan article from the 90s. We’re keeping things above board here.
Let’s begin with a universal truth: one size does not fit all, particularly when it comes to client relationships. Now, I know what you’re thinking –
“Are you suggesting I can’t use the same PowerPoint template for every client?”
Well, yes, but it’s a tad more complex than that. Although I do know of a media agency who happily presented the exact same plan for multiple brands and we’re only found out when they didn’t change the brand logo.
Anyway, I’ve learned that adapting your approach is crucial. It’s rather like being a chameleon, but instead of changing colours, you’re altering your communication style. Allow me to illustrate with a couple of examples:
Picture this: a CMO who wanted to be involved in absolutely everything. This guy craved opinions, adored a good debate, and yes, enjoyed a lengthy lunch and proper wine. It just doesn’t happen anymore.
Working with them meant being reactive, combative (in a good way, mind you), and always prepared for a robust discussion. It was rather like intellectual ping-pong with a side of really nice wine.
Now, fast forward to their successor. Complete about-face. A 180. This person wanted a hands-off approach, preferring to let the brand teams take the reins. Suddenly, your agency goes form being the star player to more of a coach on the sidelines. Same business objectives, entirely different playbook.
The lesson here? You’ve got to read the room – or in this case, the client. It’s not just about big corporates versus plucky startups, although that’s a whole different ball game that we’ll get into. It’s about understanding the individual you’re working with and what makes them tick.
Now, I can hear some of you thinking, “But doesn’t this mean losing our agency identity?” Smashing question, listener! The key is to adapt without becoming a carbon copy. Remember, clients hire us for our external perspective. If they wanted yes-men, they’d just look in the mirror. You don’t want to assimilate to the Borg. And your clients don’t want you to either.
As someone once said, “I’m paying you for your outside perspective.”
An agency shouldn’t know too much. Our role is an outsider but also being a critical friend. This keeps you in the place of perspective and should bring value, honesty and hopefully, bravery.
I talked about adaptability earlier, let me tell you about the joys of startups. Picture this: you’re working on a launch for a fintech client. You think you’re on track, and then, twenty minutes later, everything changes. It’s like trying to nail jelly to a wall, but with more adrenaline.
In these situations, you’ve got to roll with the punches. No time for change requests or red tape r going to different people fro an opinion – it’s all about agility and quick thinking. It’s exhilarating, terrifying, and possibly the best career workout you’ll ever have.
So, what’s the takeaway from all this? Whether you’re dealing with a corporate behemoth or a startup dynamo, the key is to be flexible, resilient, and always ready to adapt. It’s not just about surviving in the business world – it’s about thriving and finding joy in the diversity of it all.
To wrap up, remember:
1. One size doesn’t fit all in client relationships
2. Adapt your style, but don’t lose you or your agency’s unique perspective
3. Embrace the diversity of working with different clients – it’s a growth opportunity
Until next time, this is Nicholas Gill reminding you that in the world of business, it’s not the size of the PowerPoint that matters, it’s how you use it.
Good afternoon!
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