Conversations on the art of creative entrepreneurship with David C. Baker and Blair Enns
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The Marketing Procurement Problem
Blair talks about his new podcast with Leah Power, 20% - The Marketing Procurement Podcast, in which they are speaking with marketing, procurement, and agency professionals about how to "procure" creativity without killing it. Read the episode notes and transcript at http://2bobs.com/podcast/the-marketing-procurement-problem
The Agency Gatekeeper
Blair recommends five things firms need to be effective at qualifying new business opportunities in order to prevent the over-allocation of resources against early-stage buyers. Links Slapping Down Your Childlike Glee Mastering the Value Conversation Models Everywhere Critical Questions Your New Business Person Should Be Able to Answer How and When to Talk About Your Firm Read the episode notes and transcript at http://2bobs.com/podcast/the-agency-gatekeeper
Prostitutes and Scope Creep
David thinks creative firms can learn something from sex workers about how to run their business. Read the transcript and episode notes at http://2bobs.com/podcast/prostitutes-and-scope-creep
How Would You Prepare for a Downturn?
David is not an economist so he doesn’t have any idea if an economic downturn is imminent, but the signs aren’t great. If you decide that a downturn is around the corner, what would you do right now? Read the transcript and episode notes at http://2bobs.com/podcast/how-would-you-prepare-for-a-downturn
Selling Should Be Fun or You Aren't Doing It Right
Blair had fun on a week of sales calls and came up with four reasons why he thinks most people can learn to have fun selling like he did. Read the episode notes and transcript at http://2bobs.com/podcast/selling-should-be-fun-or-you-arent-doing-it-right Links “Are We Having Fun Yet?” “This Should Be Fun” “Coaches Corner: Now This Is Fun”
Models Everywhere
Blair and David go into detail about what a model is for a creative firm and how they can be useful in closing new business and improving profitability. Read the transcript and episode notes at http://2bobs.com/podcast/models-everywhere
How Categories and Positioning Options Might Change
David and Blair follow up their previous discussion about how marketing firms have evolved, going deeper into how different service categories and positioning might look in the near future. Read this episode's transcript and get links to what was discussed at http://2bobs.com/podcast/how-categories-andpositioning-options-might-change
The Evolution of a Marketing Firm
Creative or marketing firms look a lot different today than they did 20 years ago. What happened to the ad agencies and design firms? And what trends are Blair and David seeing as businesses and technology continue to evolve? Read the transcript and listen to more episodes at http://2bobs.com/podcast/the-evolution-of-a-marketing-firm
Shortcomings of the EBITDA Multiplier
David keeps getting asked: “what multiple are you seeing these days?” As if there’s some simple, magic answer that’ll lead to a company’s value. EBITDA is a great tool…but an incomplete one. Read the transcript and episode notes at http://2bobs.com/podcast/shortcomings-of-the-ebitda-multiplier
The Emotional Journey of Buying and Selling
When someone makes Prospect Theory generalizations—saying that buyers either over-weight gains or over-weight losses—Blair wants us to remember that both are true at different times during the sales process, and we need to adjust accordingly at the right times to close the sale. Read the transcript and episode notes at http://2bobs.com/podcast/the-emotional-journey-of-buying-and-selling
Hard Lines, Soft Lines
Inspired by some observations of what sometimes happens to people on the journey from vendor to expert, Blair sees some newbie Win Without Pitching devotees going too far–power tripping. Read the episode notes and transcript at http://2bobs.com/podcast/hard-lines-soft-lines
Designing Your Service Offerings
Does your list of service offerings look like a Cheesecake Factory menu? David identifies five hallmarks of poor service design along with five principles of effective service offering design. Read the transcript and episode notes at http://2bobs.com/podcast/designing-your-service-offerings
Secrets Behind the Killer Website
In a follow-up to the popular “Secrets Behind the Killer Proposal” episode, David unloads everything firms can do to make sure their website is locked and loaded for winning over new clients (wink wink).
Why All My Content Is Ungated
David has seven reasons for removing all barriers on his website for readers and prospects to access what he writes - but admits that it may not be for everyone. Read the show notes and transcript at http://2bobs.com/podcast/why-all-my-content-is-ungated
Selling to Different Buyer Types
Blair details each buyer type (Convenience, Relationship, Price, Value, and Poker Player), and demonstrates how your proposal should do the negotiating work for you regardless of which type of buyer you’re selling to. Read the show notes and transcript at http://2bobs.com/podcast/selling-to-different-buyer-types