Proven Strategies to Attract Your Ideal Clients (Business Bootcamp PT. 2)

Summary

Le 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

00:00

📈 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.

05:02

🎯 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.

10:03

🚀 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.

15:05

💡 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.

20:06

🤝 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.

25:08

🌐 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.

Keywords

💡Clients

Dans le script, les clients représentent les entreprises ou individus pour lesquels le service ou produit est fourni. La stratégie discutée implique d'évaluer régulièrement les clients de A à F, de conserver les mieux notés et de se séparer des moins performants. Cette approche vise à optimiser la qualité du portefeuille client, en se concentrant sur ceux qui apportent le plus de valeur à l'entreprise.

💡Portefeuille

Le terme 'portefeuille' fait référence à la collection de travaux ou de projets réalisés par une entreprise ou un individu. Dans le contexte du script, il est suggéré de montrer la version du directeur (ou la meilleure version d'un projet) dans le portefeuille, plutôt que la version modifiée par les demandes du client, afin de mieux refléter la qualité et le style du travail.

💡Version du directeur

La 'version du directeur' est une version d'un projet qui reflète la vision originale et non altérée du créateur, par opposition à la version finale modifiée selon les désirs du client. Ce concept souligne l'importance de présenter dans son portefeuille les travaux qui représentent le mieux ses compétences et sa créativité.

💡Marché

Le 'marché' fait référence au public cible ou au secteur d'activité que l'entreprise cherche à atteindre. Dans le script, il est question de comprendre qui est le marché, quels sont ses besoins et comment l'entreprise peut répondre à ces besoins de manière efficace.

💡Épiphanie

L'épiphanie décrite dans le script révèle un moment de réalisation soudaine où l'orateur comprend que les entreprises et les créatifs cherchent à apprendre l'un de l'autre. Cette compréhension mène à une réorientation ou à un élargissement des services offerts, soulignant l'importance de l'adaptabilité et de l'évolution constante de l'entreprise.

💡Stratégie

La 'stratégie' dans ce contexte implique l'ensemble des plans ou méthodes conçus pour atteindre un objectif particulier. Il est notamment question de stratégies pour améliorer le portefeuille de clients, pour présenter efficacement son travail, et pour aligner son offre de services sur les besoins du marché.

💡Ambiguïté morale

L'ambiguïté morale mentionnée fait référence à la navigation dans des zones grises éthiques, comme montrer des projets spécifiques qui n'ont jamais été réalisés pour des clients réels mais qui démontrent la capacité créative. Cela met en évidence le dilemme entre rester fidèle à des principes stricts et s'adapter pour mettre en avant son travail de la manière la plus avantageuse possible.

💡Speculatif

Le travail 'spéculatif' se réfère à des projets créés non pas pour un client spécifique, mais comme une démonstration de capacité ou de créativité. Cela permet aux créatifs de présenter ce qu'ils peuvent faire, même sans avoir eu l'opportunité de travailler directement dans certains secteurs ou avec certains types de projets.

💡Avatar

Un 'avatar' dans ce contexte désigne un profil idéal ou un type spécifique de client que l'entreprise souhaite attirer. Le script discute de la manière de définir cet avatar pour mieux cibler les efforts marketing et de développement de produit.

💡Niche

La 'niche' fait référence à un segment spécifique du marché sur lequel une entreprise décide de se concentrer. Identifier et servir une niche permet à l'entreprise de devenir experte dans un domaine particulier, offrant des solutions sur mesure qui répondent aux besoins uniques de ce segment de marché.

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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