Blair gives David some homework to identify patterns in the principals of creative practices who are successful and have that "je ne sais quoi."
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Blair interviews David on what each of the three levels of success in running a creative firm looks like.
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David re-reads the 2nd chapter of Blair’s first book, leading to a discussion about how sales people have to choose between either presenting to clients or being present to them.
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There are seven patterns that almost all principals are guilty of. When David and Blair point them out, it leads their clients to say, “you must have hidden cameras in my office!"
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Blair leads a discussion on how clients tend to take mental shortcuts in making business decisions, and how we can nudge clients without manipulating them to make a decision that is in their best interest.
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David and Blair compare each other's competitiveness, and then offer some specific ways principals can actually collaborate with their competitors as a part of building beneficial business relationships.
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Blair and David come up with descriptive words that help clarify each of the four parts of what David calls the "pantheon" for new business: positioning, lead generation, sales, and pricing.
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David and Blair explore the big topic of personality assessment tools that can help firms “get the right people on the bus.”
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Blair and David dive into a discussion on ownership structures, looking at the results of a survey that David did recently about partnerships.
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Listeners on Twitter wanted to know what clients actually want from creative firms, so David makes a list based on his experience of what good clients want, while Blair's reaction is "who cares what clients want... all they wanted was a 'faster horse.'"
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David gets Blair to expound on his statement that “the value conversation is where value pricing theory goes to die,” and how crucial that conversation is within the sales framework he lays out in his new book, "Pricing Creativity: A Guide to Profit Beyond the Billable Hour."
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David and Blair take a stab at answering the complicated question of what success looks like for each of them personally, as well as what it means for their clients.
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Blair and David try to wind each other up by going through a list of phrases they hear from their clients way too often.
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David is bothered by the notion of helping people cheat, especially at positioning. So Blair discusses 10 ways firms could succeed even if they either aren't ready or don't believe in the idea of tight positioning. You’ll feel dirty.
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Expertise, selling, marketing, entrepreneurship, branding, positioning, and consultant. Blair and David do their best to come up with definitions for terms that they use regularly with clients.
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Blair revisits David's new book, The Business of Expertise: How Entrepreneurial Experts Convert Insight to Impact + Wealth in front of a live audience in London, who get to ask their own questions.
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Blair talks about his new book, Pricing Creativity: A Guide to Profit Beyond the Billable Hour, and the process it took to write it. David gets him to share three of the main rules laid out in the book that firms should apply in order to see significant increases in profit.
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David and Blair each share some goals that they have for their clients and themselves for the upcoming year, which turns into somewhat of a therapy session.
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