Early on in my agency career I often used to hear the expression 'great creative work will sell itself', and its close cousin 'do great work and the clients will come'. Of course we know that in reality, certainly for the majority, these things are rarely true, but I'm still surprised by the number of agencies I meet who continue to operate as though under this misapprehension, highly focused on the creative or technical output but lacking in broader commercial acumen or practice.
In this episode I talk to designer, agency leader and consultant Tim Perry about the most common commercial skills gaps he’s observed and how he’s tackling them through a range of bite-sized training courses designed especially for creatives.
This feels like the perfect discussion to be having now. If ever there was a time to sharpen our networking, relationship-building and negotiation skills it is now!
As always we’re giving away a copy of Tim’s recommended read: The Laws of Simplicity by John Maeda - listen in to find out how to win.
Small Spark Theory: a marginal gains approach to new business and marketing