2Bobs—with David C. Baker and Blair Enns

David addresses how vertically positioned agencies can manage a client roster containing multiple companies who are competitors with each other.

Blair has been getting too much spam lately and sees an opportunity with warm leads that lies between inbound and outbound marketing which is not being mined well among the creative firms. Links "Inbound, Outbound & In Between" article on WinWithoutPitching.com

Blair wants sales people to stop ranking proposal options in a way that assigns judgement for prospective clients without considering the many tradeoffs that need to be considered. Read the episode notes and transcript at http://2bobs.com/podcast/the-perils-of-good-better-best-pricing

Blair is confused by David's mixed metaphors about creative agencies being able to sell strategy services up front, instead of entering through the implementation door with new clients and then trying to demonstrate how much more your firm can provide.

Blair sees some creative firms as "black holes" where accounts go in and seemingly never come out, and others as "new business development machines," consistently generating half of their revenue from new clients every year. Links "Is Your Firm Addicted to New Business?" "Churn, Baby, Churn"

David has a brand new book, Secret Tradecraft of Elite Advisors: Covert Techniques for a Remarkable Practice. In it he reveals exactly how he manages engagements with his clients, and he's nervous about how it will be received. Links Secret Tradecraft of Elite Advisors: Covert Techniques for a Remarkable Practice The Business of Expertise: How Entrepreneurial Experts Convert Insight to Impact + Wealth Read the transcrtipt and episode notes at http://2bobs.com/podcast/secret-tradecraft-of-elite-advisors

Blair has talked many times on the podcast about how innovation and efficiency are mutually opposable goals, and after presenting his first keynote on the "Innoficiency Principle" goes deeper into this idea with David. Links "The Innoficiency Problem" "The Marketing Procurement Problem" The Google Cemetery "The Enemy Within" "The Complex Battle for Margin" "Five Levels of Pricing Success"

David gets flack for his contrary perspective on how agencies shouldn't necessarily aim for long-term client relationships. So he clarifies how he's seen the the fear of both client and employee churn hold firms back. LINKS "Reboot Your Culture Through New Business" "Your Firm Should Be A Team—Not A Family" "The Problem of Standards" by David Maister Read the transcript and episode notes at http://2bobs.com/podcast/churn-baby-churn

Blair frequently tells his clients, "You reinvent the firm one new client at a time." So looking ahead to the new year, he has five areas where principals can be looking to upgrade their agency's culture through the next new client. Links Tim Williams, The Unscalable Business Model Jim de Zoete, Don't Pitch Your Mental Health Maintaining the Expert Position...After the Sale The Agency Gatekeeper Slapping Down Your Childlike Glee Everything Can Change in One Conversation The Enemy Within Mastering the Value Conversation Selling in One Lesson The Power of Options

Have your firm's managers been promoted based on technical proficiency and status, or was it because of their self-awareness and critical thinking? David shares why he sees so many poor managers in the creative firms he's worked with, and then lists what he looks for in great team leaders. Read the episode notes and transcript at http://2bobs.com/podcast/who-should-be-promoted