Date post: | 17-Oct-2014 |
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Design |
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MAS New Business Lecture Public.pdf
PLANNING & THE ART OF !BUSINESS DEVELOPMENT
MIAMI AD SCHOOL SF - ACCOUNT PLANNING BOOTCAMP
Matthew Milan, Principal & CEO
mmilan
THREE TOPICS
LANDSCAPEROLE
OPPORTUNITY
LANDSCAPE
1
1
THE UGLY TRUTH ABOUT NEW BUSINESS
MOST NEW
BUSINESS WIN
S
HAVE NOTHING
TO
DO WITH PLAN
NING
THIS DOESNT MEAN THAT YOU HAVE TO ACCEPT IT.
THREE SCALES
BIG CLIENTSSMALL CLIENTS
UNCLIENTS
BIG CLIENTS = BIG PITCHES
SMALL CLIENTS = SMALL PITCHES
UNCLIENTS = NO PITCHES
FOR EACH SCALE, THERE IS A ROLE FOR PLANNING!
BRIEF!BRIEFING!SOLVING!
IN ANY NEW BUSINESS OPPORTUNITY, ASK YOURSELF!
HOW CLOSE DO I NEED TO GET TO THE SOLUTION?!
BIG = TELESCOPE
SMALL = MICROSCOPE
UNCLIENTS = STETHOSCOPE
WHY DO WE CARE ABOUT UNCLIENTS?
BECAUSE IN
THE WORLD OF
ADVERTISING
&
MARKETING, T
HEY
ARE WINNING
THE VALUE OF PLANNING IS IN UNDERSTANDING HOW TO WIN
ROLE
2
2
NOBODY CARES ABOUT YOUOR YOUR LITTLE STRATEGY
THE ROLE OF PLANNING !IN NEW BUSINESS
USE OF PLANNING !CAPABILITY VARIES WIDELY, !
EVEN WITHIN ORGANIZATIONS
THE ROLE OF STRATEGY!IN NEW BUSINESS
IN REALITY MOST OF WHAT IS PASSED OFF AS STRATEGY IS
REALLY JUST A BIG IDEA WITH SOME TACTICS
TRADITIONAL !
COMPETITIVE STRATEGY!
MODERN !
POST COMPETITIVE STRATEGY!PLATFORM STRATEGY!
POSTMODERN !
OPEN STRATEGY!UNFINISHED STRATEGY!
REGARDLESS OF THE STRATEGIC MODEL YOU APPLY, MAKE SURE YOU
UNDERSTAND HOW IT FRAMES OPPORTUNITY AND ADVANTAGE FOR
THE CLIENT
TEAM LEADERSHIP
REAL INSIGHT
TRUE STRATEGY
NO BRIEF
ALWAYS BE BRIEFING
DONT DICTATE, BUT COLLABORATE
BE THE GLUE, NOT THE GURU
OPPORTUNITY
3
3
A TRULY POSTMODERNAPPROACH TO NEW BUSINESS
PLANNING 2.0!
HACKING THE ROLE!
PLANNING 1.O IS ROLE BASED
PLANNING 2.0 IS CAPABILITY BASED
FOR NEW BUSINESS ACTIVITIES, THIS MEANS BEING ADAPTABLE.!
PUTTING AS MUCH OF YOUR CAPABILITY AS POSSIBLE TO
THE EDGES OF THE TEAM.
THIS MEANS BEING ABLE TO CHANGE YOUR ROLE AND POINTS OF INPUT TO BEST
INFORM THE PROCESS
PARKOUR IS NOT ABOUT RUNNING & CLIMBING.!
PARKOUR IS ABOUT NAVIGATING UNCERTAINTY IN REAL TIME.
IN CONTEMPORARY NEW BUSINESS ACTIVITIES, UNCERTAINTY RULES!
AND RULES TEAMS.
THE OPPORTUNITY IS TO PROVIDE STABILITY AND
INSIGHT AT THE SAME TIME
INCREASINGLY, SUCCESS IN TEAM-BASED NEW BUSINESS
WORK IS ABOUT BEING A GOOD FACILITATOR
THE VALUE AND LEADERSHIP YOU PROVIDE IS ALWAYS THAT OF A
TRUSTED ADVISOR, BUT THE WAY YOU SHOW THAT WILL VARY
TRUST = !
OWNERSHIP & ACCOUNTABILITY
TRUST !=!
THROWING A BRIEF OVER THE WALL
TRUST = !
SHARING RISK
SELL CAPABILITY!
NOT ANSWERS
ASSUME STRATEGY & !DIRECTION WILL CHANGE
EXPAND YOUR ROLE IN THE PROCESS BY LEADING WITH
INSIGHT
BRIEF WHEN NECESSARY,!
BUT ALWAYS BE BRIEFING