Proven Strategies to Attract Your Ideal Clients (Business Bootcamp PT. 2)
Summary
TLDRLe script d'une vidéo de boot camp d'entrepreneuriat met en scène des discussions sur la manière d'évoluer en tant que société en scoring et en éliminant les clients les moins rentables. L'accent est mis sur l'adaptation constante et la nécessité de se concentrer sur les clients les plus appréciés, tout en développant des relations avec des personnes ou des entreprises ayant un désir urgent de résoudre un problème. Des stratégies de marketing et de positionnement sont également abordées, ainsi que la création de cas d'étude pour se démarquer dans un marché saturé d'AI.
Takeaways
- 📈 Évaluez vos clients sur une échelle de A à F et éliminez les F pour constamment réaménager votre portefeuille de clients.
- 🎯 Menez des campagnes de commercialisation ciblées en visant les clients qui correspondent à votre profil type d'A.
- 🚀 Utilisez les versions de votre travail (comme le montage director's cut) pour montrer votre portfolio sans divulguer les préférences des clients.
- 🤝 Créez des opportunités de travail en postant des offres d'emploi dans des groupes de réseautage, sans chercher à vendre de services.
- 🌟 Mettez en avant vos cas d'études et votre langage de vente pour que les clients potentiels comprennent clairement ce que vous offrez.
- 🛠️ Identifiez et résolvez les problèmes spécifiques aux clients, comme l'expérience utilisateur pour les startups de l'IA.
- 💡 Soyez passionné par votre travail et aligné avec votre propos pour réussir en tant que professionnel créatif.
- 🔄 Construisez continuellement et déconnectez-vous des relations qui ne correspondent pas à vos valeurs ou à votre propos.
- 💼 Utilisez des critères clairs pour évaluer et cibler les marchés où vous souhaitez travailler.
- 🔍 Faites preuve de discrétion dans vos discussions professionnelles et ne divulguez pas plus d'informations que nécessaire.
- 🌐 Utilisez les médias sociaux pour promouvoir votre travail et générer de l'intérêt pour vos services.
Q & A
Quel est le processus suggéré pour améliorer la liste des clients d'une entreprise ?
-Le processus consiste à évaluer les clients sur une échelle de A à B ou de A à F, puis licencier les clients ayant les notes les plus faibles. On chérit les clients A et on cherche à attirer plus de clients de ce type. Cela permet de reconstruire continuellement la liste des clients et c'est comment une entreprise évolue.
Comment les entreprises peuvent-elles montrer leur travail sans toujours montrer la version finale des projets?
-Les entreprises peuvent montrer leur version, la version du 'director's cut', car le travail suivant ne se soucie pas de celle-ci. C'est leur portfolio et ils peuvent faire ce qu'ils veulent avec.
Comment les entreprises peuvent-elles attirer de nouveaux clients sans divulguer trop d'informations sur leurs projets précédents?
-Les entreprises peuvent se concentrer sur la qualité de leur travail et sur le processus créatif, sans divulguer les détails des projets qui n'ont pas abouti. Elles peuvent également montrer des versions de projets spéculatifs pour illustrer leur capacité à résoudre des problèmes spécifiques.
Quels sont les avantages de se concentrer sur une niche de marché spécifique?
-Se concentrer sur une niche de marché permet d'offrir des produits ou services plus personnalisés et ciblés, ce qui augmente la satisfaction des clients et la fidélité. Cela peut également aider à se différencier de la concurrence et à établir une réputation de spécialiste dans un domaine particulier.
Comment les entreprises peuvent-elles maintenir leur créativité tout en répondant aux besoins des clients?
-Les entreprises peuvent maintenir leur créativité en s'inspirant des besoins et des désirs des clients, en cherchant toujours à proposer des solutions novatrices et en encourageant une culture de l'innovation au sein de l'équipe.
Quels sont les défis liés à la gestion de clients ayant des besoins et des attentes différents?
-La gestion de clients ayant des besoins et des attentes différents peut entraîner des défis tels que la difficulté à trouver un équilibre entre la satisfaction de tous les clients et la conservation de l'identité de marque de l'entreprise. Il peut être nécessaire de créer des stratégies de communication et de marketing distinctes pour chaque groupe de clients.
Comment les entreprises peuvent-elles utiliser les réseaux sociaux pour améliorer leur visibilité et attirer de nouveaux clients?
-Les entreprises peuvent utiliser les réseaux sociaux pour partager leur travail, leurs réussites et leur processus créatif. En postant des cas d'études, des histoires derrière leur travail et en engageant la communauté en ligne, elles peuvent augmenter leur visibilité et attirer l'attention de nouveaux clients potentiels.
Quels sont les avantages de la spécialisation dans le domaine de l'IA (Intelligence Artificielle) pour les entreprises?
-La spécialisation dans le domaine de l'IA peut offrir aux entreprises un avantage concurrentiel en leur permettant de proposer des solutions technologiques innovantes et de répondre à des besoins spécifiques du marché. Les entreprises qui maîtrisent l'IA peuvent également bénéficier d'une plus grande notoriété et d'une reconnaissance dans leur domaine.
Comment les entreprises peuvent-elles évaluer l'efficacité de leur stratégie de marketing et de communication?
-Les entreprises peuvent évaluer l'efficacité de leur stratégie de marketing et de communication en mesurant les résultats des campagnes, en suivant les indicateurs de performance clés et en recueillant des retours des clients. Des outils de suivi et d'analyse, tels que les analyses de données et les sondages, peuvent également aider à comprendre l'impact des efforts de marketing.
Quels sont les facteurs clés à considérer lors de la création d'un portfolio pour une entreprise?
-Les facteurs clés à considérer lors de la création d'un portfolio incluent la qualité du travail, la variété des projets, la cohérence de la marque et la clarté de la messagerie. Il est également important de montrer les résultats et l'impact des projets sur les clients et sur le marché.
Comment les entreprises peuvent-elles adapter leur stratégie de marketing pour répondre aux besoins changeants des clients et du marché?
-Les entreprises peuvent adapter leur stratégie de marketing en suivant les tendances du marché, en comprenant les besoins et les préférences des clients et en étant prêt à innover et à expérimenter de nouvelles approches. Il est également important de rester flexible et de pouvoir réagir rapidement aux changements du marché et des technologies.
Outlines
📈 Client Scoring and Evolution
The paragraph discusses the strategy of continuously evaluating clients and refining the client base to evolve as a company. It emphasizes the importance of categorizing clients from A to F and suggests letting go of the lowest performers. The speaker shares personal experiences in the creative industry, highlighting the need to showcase one's work, even if it wasn't the final product for the client, and stresses the importance of adapting to the client's needs while maintaining a portfolio that represents one's capabilities and style.
🎯 Identifying and Serving the Ideal Market
This section delves into the process of identifying the ideal client and the importance of clarity in serving a specific market. The speaker transitions from focusing on helping creatives learn business to assisting businesses learn design and art. The realization that creatives and business people are not distinct entities but rather two sides of the same coin is a pivotal moment. The speaker also discusses the strategy of attracting clients who need creative help by showcasing relevant case studies and creating a website that clearly demonstrates the service offering and expertise.
🚀 Overcoming Challenges and Learning from Experiences
The speaker shares personal stories of overcoming challenges in past projects, such as dealing with difficult company situations and learning from them. The emphasis is on taking responsibility for what can be controlled and recognizing the limits of one's influence. The speaker also talks about the importance of speculative work in showcasing one's capabilities in an industry where one has not yet worked, using personal examples of how this approach has led to success.
💡 Creative Problem-Solving and Marketing Strategies
This paragraph highlights the importance of creative problem-solving and marketing strategies in attracting clients and gaining recognition. The speaker shares anecdotes about how taking creative risks, such as designing packaging for a self-promotional project, can lead to unexpected opportunities. The discussion also touches on the fine line between playing by the rules and pushing boundaries to achieve success, emphasizing the importance of truthful representation of one's work and maintaining a positive image towards former clients.
🤝 Building Relationships and Defining the Client Avatar
The focus of this section is on building relationships and defining the client avatar. The speaker discusses the process of identifying the ideal client and the need to score clients to continuously refine the client base. The speaker also shares personal experiences in the AI space and the importance of being a serial entrepreneur. The discussion includes the challenges of targeting a specific niche and the need to understand the pain points of the clients to offer tailored solutions.
🌐 Positioning and Marketing in the AI Space
In this paragraph, the speaker discusses the potential of the AI space and the challenges of standing out in a crowded market. The importance of user experience (UX) in differentiating AI startups is emphasized, as well as the need for innovative marketing strategies. The speaker also explores the idea of validating the demand for UX solutions quickly and the potential for leveraging existing case studies to demonstrate the effectiveness of such solutions.
Mindmap
Keywords
💡Clients
💡Portefeuille
💡Version du directeur
💡Marché
💡Épiphanie
💡Stratégie
💡Ambiguïté morale
💡Speculatif
💡Avatar
💡Niche
Highlights
The strategy of continuously evaluating and pruning the bottom clients to evolve as a company, focusing on high-value clients.
The importance of scoring clients from A to F and then firing the lowest performers to improve the quality of the client base.
The concept of showing the director's cut of work in a portfolio rather than the final version approved by the client, to showcase one's own creative vision.
The realization that creatives and business people are not two different people, but two sides of the same coin, leading to a shift in educational focus.
The idea of connecting creatives with businesses in need of their services, creating a symbiotic relationship that benefits both parties.
The importance of having a clear and well-presented portfolio that showcases the kind of work and results a creative can deliver.
The strategy of creating speculative work or case studies in an industry one has not yet worked in, to demonstrate one's capabilities and attract clients.
The anecdote about the ice cream company that sent melted ice cream to a potential client, demonstrating the importance of persistence and the unexpected ways success can come.
The idea of using social media to showcase one's work, as a way to attract clients and gain recognition in the industry.
The concept of focusing on a core market, even if it seems small, and building a brand around it, as Apple did with their 'Think Different' campaign.
The importance of not talking badly about former clients, maintaining professional integrity and character in business relationships.
The idea of creating a book or portfolio showcasing the creative team's work, even if the projects were never realized, to demonstrate the level of creativity.
The strategy of solving a problem that one is passionate about, and then presenting that solution to prospective clients or the market.
The concept of the 'PVP' exercise for defining one's ideal market or client based on passion, value to the market, and profit.
The advice of being careful with the information one volunteers, especially when it comes to past projects and their outcomes.
The strategy of niching down by finding the common problem between different client avatars and addressing that in the branding and communication.
The concept of using a single website with a decision-making landing page to cater to two different client avatars with different needs and preferences.
The importance of focusing on the user experience (UX) when developing AI tools and applications, as this will be a key differentiator in a crowded market.
Transcripts
create some criteria and score all of
your clients then get rid of your bottom
two and keep doing that and you just
rebuild all of your clients constantly
this never stops it's how you evolve as
a company so score your clients from A
to B or a to F and then fire the fs
cherish the A's and try to get more
clients like your A's but like when we
were making commercials and music videos
we didn't always show the one that we
finished for the client we'd show our
version the director's cut yeah because
the other the next client doesn't care I
don't care it's your portfolio you do
with what you want so let's say they
said you know make the logo 18 times
bigger you're like okay I got to do it
then the one that you put on your
website is the one that's the
appropriately
sized that's all I don't know where what
what design school you guys want to
where they told you you must show what
the clients you don't the video you're
about to watch is a business boot camp
tuneup for our members where we did an
eight- hour Deep dive if you want to
learn more on how to level up your
business and TR trct better clients
check out the link below you know what
Tim told me he's like we're like waiting
for coffee or whatever it's like I don't
know why it wasn't freaking so obvious
and now it's so freaking
obvious right and I would love for all
of you to reach some level like God that
was obvious why couldn't I see it was
just right in front of me and oftentimes
that's the case so it's Ian right yeah
Ian asked me a question here you go Ian
about this whole pivot that I made so
ask that question I'll try I was just I
think you hinted in it in your intro so
are you saying you know the original I
guess uh context of where you were
headed with educating helping creatives
is now going to shift to helping
business businesses or business owners
that was just I want to make sure I
understood that okay let me explain that
and we can get into that and then I
think it'll I think it's relevant to
what we're talking about here like who
your Market is are they hungry they're
looking for a solution to a problem they
they feel an urgent desire to solve
right so I think for the first um eight
or nine years of the future I was trying
to help creatives learn business and
then I realized fairly recently that
there were businesses or business people
trying to learn art or design and that
we're actually not two different people
we're just two sides of the same
coin and that's that was the Epiphany
for me I just didn't even know they
existed cuz every suit I've ever met the
like the least creative person and they
have no desire to be creative right it's
an Indulgence that they might explore in
other things but not really in their
business and I'm not saying that the
business is now no longer going to serve
creative people it will continue to I'm
just focusing some of my new energies on
bringing the business people into the
world of design and art and there's a
benefit here if you can already see the
dots being connected what do creatives
want businesses who need creative
help and I would love to be able to just
hand feed you all of
them and every once in a while if you're
active in the future PR group you'll see
that I post job leads I don't want any
jobs I don't want to sell any services
so some people are able to take those
down some aren't if you're just looking
at the leads some of the jobs are like
five grand for an X some of them are H
100,000 and you just have to pay
attention to what's going on so people
naturally reach out to me and I'm like
okay let me see if I can find somebody
but you have to tell me the budget and
you have to tell me what it is you want
if you don't tell me the budget I'm not
going to share it with my community some
of them will say ridiculously low number
relative to what they want I said that's
not going to work the the jobs that I
post in there are already qualified at a
certain budget I'd love to just be able
to feed you a steady stream of them
because imagine if all these
entrepreneurs come in they need help
with their design because they think it
sucks they need help with their strategy
their social media they need help with
their Ecom or running ad campaigns so
those of you that are smart will start
to position and develop your websites so
it's super clear and you have the case
study and the language so that when they
look at your site they will
buy that's it now I I think it's a
pretty interesting exercise when you see
a a position for like a new client who
applies and just I don't even understand
why people don't do this look at who's
saying consider me Chris and you'll see
like anywhere between three to 13 people
and you can clearly see from the
websites where you stack in that order
in terms of can you land this client
what becomes obvious is a couple
different things one is if your website
uh is it looks like a WordPress template
and it's horrific and the language is
unclear and you can't find more than one
example of what it is that you
do I'm just wondering if I was in that
group it would be very clear I need to
be more like this person and less like
that
person but they don't change their
website they just I I put put up another
position they submit their website again
they don't get selected it's just that
straightforward so when we get clear on
who we want to serve then everything
becomes really easy so let's get clarity
around that now I know it's not that
simple not all of us sell money with a
no risk offer right so Ian to answer
your question no I'm still going to do
the pr group I'm still writing courses
and there's a bigger master plan here
besides just taking money from Rich
entrepreneurs that's part of the
I do like money you know I'm not going
to say no to it but I think it's to
connect our Two
Worlds cuz it was like I didn't know
this place
existed and then you're like tripping
over bricks of gold and like maybe I
need to tell other people this thing
exists we'll find out still pretty
pretty early on but I'm getting Clarity
around this and it's very exciting to me
like every day I talk to a prospect I
get more more clarity and then you can
just imagine what's happening in my
brain I'm going to connect the website
to exactly what they say until until
they all just line up to buy until it
becomes a no-brainer
offer okay all right let's continue on
here so Tim has clear client hungry now
we need to add some layers to this right
I forgot your name it's it is it Dan Dan
you said what what if this happen so
let's throw Dan the mic and we're going
get to you in the back because he had
his hand up and we took the mic from him
Mo and then we never gave it back to him
it was rude I know he has one but didn't
give it back to him you just walked away
with it go ahead so when formulating an
ideal client and then I'm looking at
like my past history and I came out of
some situations where you know uh there
was some existential circumstances that
made the the
projects they sort of diminished all the
net positives right like so the case in
point like I was a creative director for
a startup cpg brand we launched from
zero to an $1 million valuation but the
company went nowhere because of the
reputation of the CEO and so how do you
separate yourself from the success that
you create for a company when the
company just wants to you know get in
its own way if that makes sense yeah
okay it's a very specific question I
think I can address this one pretty
straightforwardly there are things that
you can take responsibility for and
things you cannot you can say cpg is
consumer packaged Goods right uh you can
say I helped with this but the rest of
it you can't take ownership over that
the good or the
bad what I think you have to learn in
your life if this keeps happening is why
you keep working with people that are
shady as hell well and then so there
there's another example that is
consistent but different right in that
it was actually one of my best friends
had a Distillery so he needed to steer
that in another Direction then his
Partners sort of they dissolved in
litigation all the good work there's no
results to sort of measure right so
what's your question there how do you
build that case study like what do you
show it you can show the work that never
happened in fact that is one of my
strategies on marketing by the way okay
so here's the catch22 and all of you are
familiar with this how do I get a client
in an industry that I've never worked
for because they'll only hire people
who've worked in that industry so what
you do is you do speculative work you
design your own case study and you don't
try to pass it off as that was your
client what results are you promoting if
they're this one for for what we do is
very specific like I designed this
package for this thing here's what
happened it never went to Market but you
can see my thinking the strategy the
design the concept and we got it all the
way to proofs or whatever we got it to
but that's where it stopped okay you're
selling creative Services right yeah
then that's what you show so for me I'll
tell you this this is kind of weird it's
kind of like I'm talking out of school I
want to do car commercials no one will
hire you to a car commercial unless you
shot a car commercial it's that simple
too much risk right so I sat down with I
guess my former student and at that time
like my prote we designed a storyboard
she produced most of it and then we
started to show it on our demo reel I
never claimed it to be for Mini Cooper I
just put it on the demo Rael next thing
you know we're getting work that looks
just like
that if anybody asked I'm like it's a
spec project we even entered the work
into commercials uh uh into award shows
and all kinds of stuff as long as we
read the rules and we didn't feel like
we were like Crossing the line we would
enter it and want a bunch of awards too
so you're saying there's gray area
there's always gray area there there's
what my my wife and I is like is this a
term there's this gray moral ambiguity I
used to be a guy on the white side
there's people on the black side like
illegal hacks and then I was like I'm a
Boy Scout over here and these people are
eating my lunch yeah what am I doing I'm
playing about rules that I imposed upon
myself so how comfortable am I in the
moral ambiguity I turns out pretty
comfortable I didn't know I discovered
this pretty late in life yeah K you want
to say something so you can present
anything just don't lie sure yeah what
happens is if you start to lie you dig
yourself into deeper lies so if anybody
asked spec project spec project that was
a spec project we we we Finance it you
could do it for that much money yeah not
for you but we did it for ourselves for
that much money we got a bunch of
projects from that so my friend Aaron
from Farm design okay I'll tell you the
quick story and we'll get to Kio okay
Aaron was a guy who literally worked in
his house in Santa Monica in an
apartment that he rented and he did this
for decades he didn't think like an
entrepreneur and then one day I'm
talking to someone and I share the idea
that they shared with me which was what
they did was they um
bought like uh handcrafted ice cream
like small batches from this gourmet ice
cream maker they packed it in dry guys
in a container and they would send it
out to prospects and they would design
the heck out of it right and then The
Story Goes they sent it to somebody that
worked at Apple one of the marketing
people and she was on vacation so when
she came back it was gross it was melted
and rotting and sour and she opens this
and it's icky and everything and she had
a good laugh she still gave them the
opportunity though because they made the
effort she just said next time figure
out my schedule before you send me
something like that so they sent another
batch so I tell Aaron this and I said
you need to think as a marketer not as a
designer so here's what he did because
he does a lot of U packaging right he
convinced a local printer that we we
both know he does a lot of work with
them he's like I want to do a
promotional thing a self-promotional
packaging would you be willing to go in
on this with me it turns out printers
also need capabilities so they agree to
do some of the most expensive printing
that you can order from them for free he
found in Pasadena a um like an artisanal
ice cream Pop Shop like fruit juice
frozen very healthy artisanal and what
he did was he designed the packaging for
it and then he went around and hand
delivered it to all the local businesses
to the result of zero new business he's
like dude it didn't work I'm like it
didn't work for you it's not that it's a
bad idea here's the thing he has a young
woman working for him who's a recent
grad and she's like shouldn't we be
posting this stuff on social media he
goes what's that so she's I'm going to
do it anyways so she puts his work up on
beans as Adobe is acquiring beans
right and what happens is somehow
somebody sees it or wins something on
bance and then it catches the eye of the
director or editor of the Dial line if
you're in the consumer packaging good
you need to be featured on the dial line
they feature the package on the dialine
his phone never stopped bringing
since so there's a lot of ways to get to
success you have to find your path and
what works and sometimes it doesn't work
the first shot but it eventually worked
now I think he has six or seven
employees he's making more money than
he's ever made doing better projects he
ever done and working less than he's
ever worked I told him what took you so
long he finally decided to put on his
big boy pants and be an entrepreneur so
in in a situation like the one you're
talking about you just have to learn how
to make the most of not a great
situation as long as you don't lie
you're probably okay but you have to
figure out where you net out on that
spectrum of moral ambiguity right
between I always played by the rules
color within the lines or I'm going to
break laws and get arrested somewhere in
between is where all of us net out some
of you might be criminals I don't know
I'm not I'm not here to judge you that's
between you the authorities and your
maker right okay so you can show the
work you can talk about the work you can
talk about how you were so sad that it
never came to life don't throw those
people under the bus here's one rule in
business never talk bad about your
former clients never talk bad about your
former clients new clients are what's
going to happen when it doesn't work out
with us it's not a good kind of
character so present it in a way that's
truthful that you don't hurt other
people but you're allowed to show the
things that you do so one of the things
that I wanted to do was to to assemble a
book uh on all the projects all the
storyboards all the ideas that we
produced that were never made I was
going to call it stillborn just a bunch
of story Wards and that's all you would
see to show people the level of
creativity that our team had okay you'd
buy it we you wouldn't buy it now
because it's all old work but it's kind
of a cool concept
right I like literally up your story on
oh thanks okay all right did you want to
say something Kine yeah and then we're
GNA go to we're going go back and where
it will okay so it's just a quick
question going back to what Dan said
with like not having the case study and
like how do you show results could you
or could we show like
how the are like how we solve like how
we could solve the problem or how like
hypothetically how we solve the problem
yeah there's a lot of creative ways to
generate interest in what you do without
actually having a client there's tons
I've shared this story before I don't
know if I've told you guys in in the
boot camp or not but uh there's a woman
I want to say like she's Asian-American
working in Silicon Valley she was fed up
with one of these big Silicon Valley app
companies and she go I just redesigned
this thing and it was such a a market
Improvement that the internet went
bananas and then she got so many job
offers it was just ridiculous and it was
just one of these things she's
frustrated it was a problem right so
there's an expression whatever your
complaint is it's your calling if you
feel so passionate about something about
a home a website Ecom thing whatever it
is an app if you complain about it so so
much you're so angry about how bad it is
you go fix
it and you can write about it no one
hired me to do this but here's what I
think would be a vast Improvement on X
or on Instagram or SnapChat this this
one thing kills me about this and then
other people take notice you have to be
in the business of solving problems and
learning how to present those problems
to to prospective buyers that's the name
of the game
okay that's it if you can do that well
you get a business let's go all the way
in the back remind me your name again
Scott Scott go ahead Scott um yeah so I
was just ask uh weren to ask about
dialing in the Avatar uh hi Tim uh we we
had talked at the start of uh boot camp
and I know that he wasn't doing
furniture makers I think at that time so
maybe I'm wrong you guys know each
other yeah yeah we talked okay keep
going um so just about dialing in you
had asked to pole so sorry Tim uh but
just exactly what that Avatar is so is
it only furniture makers in the midwest
who make you know you're asking a super
specific question to Tim right now yeah
but but then also about how to you know
how to pick this group because I'm in
the place where I have several different
groups I could serve um and so it sounds
like with what you're doing Chris where
you're also changing groups where you
went from you know creatives and now
you're switching to the business people
need the creative I'm adding not
switching to but yes okay adding yeah
fair enough um how would you know which
one to pick yes how do you know exercise
yeah and then how how much to dial that
in okay right have you done Allan dib's
exercise the PVP no okay we we've talked
about this before yeah
so I don't want to write here but let's
just do was this covered in the course
in the positioning module yeah is like
what are you I think uh passionate about
I think that's a p I'm just pulling this
off the top of my head I could get some
of the letters wrong here passionate and
then value to Market which is the the v
um maybe it's passion and purpose
something like that right it's what
makes you happy and then p is
profit it doesn't really matter what
letters you use or what variables you
just create a system a criteria for how
you're going to measure what Market you
want to work in so if there's a market
that's super valuable and high
profitable but you got no passion or you
don't feel aligned with your purpose
then screw it as a creative person I
would say that if it doesn't pass the
first test forget the rest you all
didn't choose to suffer through a
ridicule of your parents and everybody
in your community to then just go make
money doing something you hate there's
no point okay most of what you do has to
be driven by your by your passion fueled
by your purpose otherwise there's no
point okay so create anything
um I think David C Baker writes about
this also in this book The Business of
expertise several people do this and and
Ron jbaker writes about it in
implementing value pricing create some
criteria and score all of your clients
then get rid of your bottom two and keep
doing that you just rebuild all of your
clients constantly this never stops it's
how you evolve as a company
right so score your clients from A to B
or a to F and then fire the fs cherish
the A's and try to get more clients like
your A's okay now I don't think Tim
literally is going to work with
midwesterners only but he understands a
profile and this is the beautiful thing
as we talked to aan he talked to Blair
NS it's the same thing the market is
bigger than your
target like he'll he'll do furniture
makers and then next thing you know it's
like accessories or some other thing but
there's a core there and you start with
the
core you know what what aan said he's
like it's kind of weird years ago when
Steve Jobs came back he they they do
this campaign with shy
day um you know here's The Crazy Ones
the square pegs and the round holes uh
and think different they're still
selling to the same group but how many
Rebels are out there not that many it
turns out but the market is ginormous
because it's
aspirational they Define a core market
and they're building up for
bankruptcy and they just focus on that
they're like let's go all in on that
could you imagine if there a bunch of
suits and ex type saying like Steve what
are you doing why would you focus on
this Market they have no money this is
not going to go anywhere it's too small
we should be focusing on what Microsoft
is doing what a disaster that would be
now luckily he's a CEO and he's stubborn
so he gets to make the decisions so he
decides we're going to do this because
we've lost our way they find their way
back to the rebels The Crazy Ones the
artists the the creatives the Mavericks
they find their voice and who doesn't
want a little bit of that inside them
right it's the same reason why Nike can
sell so many shoes to non-athletes
because they make you this promise like
we're all connected to this potential of
greatness in all of
us Michael Jordan does his flying
through the air tongue hanging out dunks
the ball in the hoop and it's like be
like Mike you can't do
that but it's
aspirational it's
aspirational okay um where were we
moving the mic to will we're moving to
will so just toss right behind
you so I just wanted to add to your
conversation to Dan Dan okay go for it
um so I'm in the political space in
communication specifically and so the
only thing I'd add to the the case study
conversation is just don't volunteer any
any information you don't have to um you
know you can you're going to have
opportunities in the conversation to uh
circumvent uh the topic of the results
you know you can talk about the process
you can talk about all these other
things and so you could gear yourself up
uh I guess it's an accusation audit is
that what Chris you could make that and
so you could set yourself up to you know
show your product and not necessarily
the result of
it and that's good advice I think for
anybody especially if you've done a lot
of work that isn't necessarily panned
out the way you'd like you know there's
good qualities to every project I'm sure
and you can focus on that have that
conversation I don't know if you guys
know this but like when we were making
commercials of music videos we didn't
always show the one that we finished for
the client we'd show our version the
director's cut yeah because the other
the next client doesn't care they don't
care it's your portfolio you do with
what you want so let's say they said you
know make the logo 18 times bigger
you're like okay I got to do it then the
one that you put on your website is the
one that's the appropriately
sized that's all I don't know where what
what design school you guys want to
where they told you you must show what
the clients you don't and and to Will's
thing just to kind of remind you all
don't say more than you need to say it's
annoying first of all and it feels like
super
suspicious we just did
this that's it and only answer the
questions that you're asked otherwise
you know it's like one of those things
you guys ever watch like the the cops
highlight on Tik Tok it's hilarious you
know that TV show the co Cops Bad Boys
Bad Boys you know they show these things
and every single person they talk to
tells them too much information you're
like oh my God why would you do that and
then the newer versions of these videos
are ones like the people who know their
rights like do you have a warrant do you
have a de what am I being detained for I
know my rights it's this code and I
don't say
nothing and that's what you guys are
you're like the drunken criminal so you
gave them way too much information it
looks horrible just watch some of those
things and look in the mirror like am I
acting like this person or this person
and you have to make that decision okay
so Tim's got a clear profile will did
you want to say something else oh no
okay so Tim's got a clear profile who's
got another profile and let's figure
this
up okay we'll throw it all the way in
the back okay she's got it thank you
it's Abby so let's go Abby um how do you
Niche down or Define your client or
customer if you've got two avatars or
two personas that are codependent so you
need both of them to make what you do
work I'm going to challenge you okay you
can't just say they're codependent you
have to tell me what it is so that I can
hear it and we'll probably it'll fall
apart let's see sure I was trying to
keep things simple because I have what
is one profile and why are they
codependent okay so first profile is uh
I like building communities so I assist
the small business sector in business
development so I help them find uh
funding and Partnerships for cool
initiatives innovations that kind of
stuff pause do you do pitch decks uh yes
that's how you help and find funding uh
I leverage relationships that I build
okay so you know a lot of rich people
yes which is the second avatar so I need
the relationships to have that much
engagement and continual investment in
that those relationships okay to um but
the demographics are polar opposite
right so you've the CEO of a less than
$200 million company versus the
government entity or large multinational
that's got billions okay so Abby knows a
lot of Rich
philanthropists and then she also knows
causes who need money yeah more or less
uh large corporates that are obligated
to give back to their Community
different they're guilted into giving
money y written to their bylaws kind of
yes okay I don't know if you guys know
this it was a recent discovery of mine
not that long ago that several
corporations have it written to their
bylaws they must uh hire a certain group
of people and give them certain money
away and it's freaking awesome and so
there's like that's why um diversity
Equity inclusion consultants and
advisers make a freaking lot of money CU
there's not enough people who know how
to do it and there's huge demand for it
everybody know who does Dei stuff
they're just like just making a bank
yeah it is true right you okay yeah I
only know a handful like they're just
falling over money it's awesome so once
you know how Corporate structures work
then you can you can help them help
liberate them from their money and give
it to other people so you're you're
solving two problems right so your
business model the way I understand and
it works because you need to know the
corporations who need to get rid of
their money and connect them to things
that they feel good about giving money
to right okay so what's the problem now
well how do you Niche so to sorry um to
communicate so launching a website the
language used to attract um and The
Branding used to attract a small
business sector you need to be really
engaging and accessible and approachable
because it scares people off if you're
not but with the corporate you need to
almost be the antithesis of that you
need to be ballsy and you need to be
pushy and so I don't know how to Niche
because they both want different things
or to be communicated to in different
ways it's pretty easy okay okay hold on
I'm so glad I flew all this no I love it
I love it okay it's it's super cool you
know how it is like I can't figure it
out and and like where are my glasses
they're like right here has anybody seen
my glasses everybody can see the glasses
okay so you guys understand her problem
she has she's a connector and there are
two very different types of profiles or
avatars what's an Australian Aussie girl
to do what do you guys
think two websites I'm curious if you
would just do two Brands why why don't
you speak to
that this yeah yeah she like what what
am I talking about yeah you have to
speak into that yeah I would I would
build two Brands okay okay that's what
you do okay so there's two websites two
Brands what if she doesn't want to I'll
put the constraint you can't build two
Brands and you cannot build two websites
what would you do kzia go there's an
elegant
solution I would find the common problem
that they both have and speak to that
okay okay and any okay throw throw
it it's Ellen right Ellen yeah I think
you communicate to the
money okay so we're hearing a couple
options here Abby let's do one more
throw it to her what is your name Canela
Canela kandela kandela okay there's a D
in there got it yeah um what about what
U you know when you log into the app and
you're like are you a driver or a
passenger sort of thing 100% right there
just ask them to make a decision like a
landing page that's like my Cost needs
help or I want to help a cost sort of
thing like question 100% that's all it
is so the landing page says make a
decision are you this are you that as
soon as you click on that it takes you
to that page if you this it takes you to
that page and you can tailor the
language to be very different doesn't
affect the brand has to be okay okay
it's going to sound to totally different
right and you're the you're the bridge
between the two you see there's an
elegant solution you just have to wait
for Candela to light you up worth the
flight done thank you done right easy
see the the challenge here is all of you
are like I can't figure it out there's
nobody can solve this problem and within
three minutes like there it is all right
we have five more minutes before we go
to eat something here we'll go
ahead we're still on the Avatar don't
bring up some new problems here okay no
problems just an
avatar just love so I worked on on an
avatar and that's a startup founder in
AI space uh it's his second startup um
not the first one second or third
startup it's funded at least $10 million
do uh he exited from the previous
startup um p is industry agnostic uh in
terms of the verticals it's probably B2B
one and he works in
AI That's it okay
let's use fewer words strip it down for
me just give me the key most important
words look at your did you just read
this off a list or you just yeah okay
look at your list what are the most
important words just incomplete sentence
what yeah it's second time founder of AI
startup that raised more than a 10 wait
wait one word at a time okay this is a
veteran startup founder a Ser
entrepreneur yeah so let's write down
the word seral entrepreneur yeah we
don't we don't want them to be in
business for the first time they're fups
they don't know what they're doing yeah
right okay Z entrepreneur what's the
next
variable um it's in AI space AI okay
raised more than $10 million okay so
funded seral entrepreneur doing AI doing
yeah okay what
else uh B2B yeah B2B B2B yeah it's
pretty clear to me AI is ginormous
mhm um people were getting $100 million
just because they whispered the word AI
at a
pitch seems there's enough market seems
specific enough to
me punch holes in it who can punch a
hole in
it go ahead who's got the mic or
here good catch your name again Jed Jed
yeah okay go Jed so where's the pain
Point like what I'm looking for there is
like the that that how do you
target basically where's the pain Point
okay that would be stage two we're
dealing with the Avatar is there
anything wrong with the Avatar yet
funded have the money they want to move
in AI hot and trending they're Ser
entrepreneur they they kind of now can
make better decisions than before okay
so let's go to Jet's next question then
unless somebody wants a poke hole you
want to try a poke hole okay Jed throw
it the T please oo good catch Sticky
Fingers you missed your calling man yeah
should been wide receiver yeah uh the AI
will make you useless like what like the
like the AI start a whole statement
here no it's like like what if the AI
replaces what you're doing what I mean
all of us he he's developing the tools
to replace you I I misunderstood what
was saying then he's going to build the
tools to replace you yeah go got you I
misunderstood
sorry sort of will will yeah
po there's a million people trying to do
the same thing you are especially with
AI who was before this it was blockchain
for that it was everything else and so I
think the pain point for them might be
knowing how to properly decide the
person or the contractor whoever they'll
actually go with and so if you can
figure out how to alleviate something
that just like makes you shine through
the
competition okay okay so we was offering
some some thoughts on some ideas and
things like that right so first we're
going to take this just one step at a
time so if we understand that there's a
person The Next Step before we come up
with promotion or or thing is like
what's the problem before we get to the
product now you would think AI is going
to be super saturated and as saturated
as you think it's going to get I think
it's the appetite is insane
that's just my guess cuz it's like every
day I log on to YouTube I watch another
video about a new AI tool and there's a
a a website that just talks about all
the new AI tools and every single week
the list is getting ginormous because
it's like the wild west and it's a gold
rush and everybody's going out and
getting their gold okay I'm involved in
two AI projects myself and I'm pretty
busy guy in a relatively small space
right so I'm going to develop tools
because I want to get in on it as well
and so people who can help me achieve
that
Vision they're going to make money we're
going to make money together it's just
that simple okay so KIRO being in the
potential space of working with funded
entrepreneurs that are seral
entrepreneurs it seems like a no-brainer
so what is the problem that you'll solve
what is the product and then we'll get
into the promotion those are all the
creative things that we get to do but I
can't see a problem yet with his
Avatar he's created all the conditions
and I think there's a lot of them out
there actually right go ahead you want
to say something yeah there is a bunch
of them there is no the ux for AI is not
yet defined because no one yet
interacted with AI on a level that um
that defines the user experience and
that's the first thing but more
importantly there is a tons of the
similar startups in Ai and the only
thing that they will compete with is the
marketing and ux that's it because
because the technology behind the AI is
pretty much very similar for the end
user yeah what are you going to build
for them user experience user experience
for AI
startups okay is there any way you can
validate that quickly that that's what
they want and what they'll pay for yeah
I have seven clients who are including
mailla Firefox and a yeah bunch of okay
so you already have case studies you
already know it's going to work yeah
okay so no problem then mhm you're good
why you wasting our time
then you know getting more insights what
inside do you need it's
working isn't that what you're saying
Carol um yeah it's working
yeah are you just flexing on us or what
what are you
doing I I went to see KIRO in New York
he was already in the penthouse suite so
it's like what are you doing I got no
problems you're like how do I hide my
money from the IRS Christ he got no
problems he's like I already figured it
out I have seven clients case studies
all good is it all good um I mean s
could be better right that's why we shut
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