MIAMI AD SCHOOL SF - ACCOUNT PLANNING BOOTCAMP

PLANNING & THE ART OF !
BUSINESS DEVELOPMENT




Matthew Milan, Principal ...
mmilan
THREE TOPICS

 LANDSCAPE
    ROLE
OPPORTUNITY
LANDSCAPE




1
THE UGLY TRUTH 
ABOUT NEW BUSINESS



    1
N EW 
  M O ST          S
         SS  W IN
BU SI NE          T O
          T HING
  V E  NO          IN G
HA         P LA...
THIS DOESN’T MEAN THAT YOU
     HAVE TO ACCEPT IT.
THREE SCALES

 BIG CLIENTS
SMALL CLIENTS
  UNCLIENTS
BIG CLIENTS = BIG PITCHES
SMALL CLIENTS = SMALL PITCHES
UNCLIENTS = NO PITCHES
FOR EACH SCALE, THERE IS A
    ROLE FOR PLANNING!

          BRIEF!
         BRIEFING!
         SOLVING!
IN ANY NEW BUSINESS
  OPPORTUNITY, ASK YOURSELF!

“HOW CLOSE DO I NEED TO GET TO
       THE SOLUTION?”!
BIG = TELESCOPE
SMALL = MICROSCOPE
UNCLIENTS = STETHOSCOPE
WHY DO WE CARE ABOUT
     UNCLIENTS?
SE    IN
B EC AU            
                   F
         R LD    O
  HE W O
T            IN G  &
   VE RT IS            ...
THE VALUE OF PLANNING IS IN
UNDERSTANDING HOW TO WIN
ROLE




2
NOBODY CARES ABOUT YOU
OR YOUR LITTLE STRATEGY



    2
THE ROLE OF PLANNING !
  IN NEW BUSINESS
USE OF PLANNING !
 CAPABILITY VARIES WIDELY, !
EVEN WITHIN ORGANIZATIONS
THE ROLE OF STRATEGY!
  IN NEW BUSINESS
IN REALITY MOST OF WHAT IS
  PASSED OFF AS “STRATEGY” IS
REALLY JUST A BIG IDEA WITH SOME
             TACTICS
TRADITIONAL!

  COMPETITIVE STRATEGY!
            MODERN!

POST COMPETITIVE STRATEGY!
   PLATFORM STRATEGY!
          POST...
REGARDLESS OF THE STRATEGIC
MODEL YOU APPLY, MAKE SURE YOU
  UNDERSTAND HOW IT FRAMES
OPPORTUNITY AND ADVANTAGE FOR
      ...
TEAM LEADERSHIP
REAL INSIGHT
TRUE STRATEGY
NO BRIEF
ALWAYS BE BRIEFING
DON’T DICTATE, BUT COLLABORATE
BE THE GLUE, NOT THE GURU
OPPORTUNITY




 3
A TRULY POSTMODERN
APPROACH TO NEW BUSINESS



    3
PLANNING 2.0!

HACKING THE ROLE!
PLANNING 1.O IS ROLE BASED
PLANNING 2.0 IS CAPABILITY BASED
FOR NEW BUSINESS ACTIVITIES,
THIS MEANS BEING ADAPTABLE.!

 PUTTING AS MUCH OF YOUR
 CAPABILITY AS POSSIBLE TO
  THE EDGES...
THIS MEANS BEING ABLE TO
 CHANGE YOUR ROLE AND
 POINTS OF INPUT TO BEST
   INFORM THE PROCESS
PARKOUR IS NOT ABOUT
    RUNNING & CLIMBING.!

PARKOUR IS ABOUT NAVIGATING
 UNCERTAINTY IN REAL TIME.
IN CONTEMPORARY NEW
 BUSINESS ACTIVITIES,
 UNCERTAINTY RULES…!

  AND RULES TEAMS.
THE OPPORTUNITY IS TO
 PROVIDE STABILITY AND
INSIGHT AT THE SAME TIME
INCREASINGLY, SUCCESS IN
TEAM-BASED NEW BUSINESS
WORK IS ABOUT BEING A GOOD
        FACILITATOR
THE VALUE AND LEADERSHIP YOU
 PROVIDE IS ALWAYS THAT OF A
TRUSTED ADVISOR, BUT THE WAY
  YOU SHOW THAT WILL VARY
TRUST = !

OWNERSHIP & ACCOUNTABILITY
TRUST !=!

THROWING A BRIEF OVER THE WALL
TRUST = !

SHARING RISK
SELL CAPABILITY!

 NOT ANSWERS
ASSUME STRATEGY & !
DIRECTION WILL CHANGE
EXPAND YOUR ROLE IN THE
PROCESS BY LEADING WITH
        INSIGHT
BRIEF WHEN NECESSARY,!


BUT ALWAYS BE
   BRIEFING
Planning & the Art of Business Development
Planning & the Art of Business Development
Planning & the Art of Business Development
Planning & the Art of Business Development
Planning & the Art of Business Development
Planning & the Art of Business Development
Planning & the Art of Business Development
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Planning & the Art of Business Development

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A presentation I gave to the students at Miami Ad School in San Francisco.

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Planning & the Art of Business Development

  1. 1. MIAMI AD SCHOOL SF - ACCOUNT PLANNING BOOTCAMP PLANNING & THE ART OF ! BUSINESS DEVELOPMENT Matthew Milan, Principal & CEO
  2. 2. mmilan
  3. 3. THREE TOPICS LANDSCAPE ROLE OPPORTUNITY
  4. 4. LANDSCAPE 1
  5. 5. THE UGLY TRUTH ABOUT NEW BUSINESS 1
  6. 6. N EW M O ST S SS W IN BU SI NE T O T HING V E NO IN G HA P LA NN W I TH DO
  7. 7. THIS DOESN’T MEAN THAT YOU HAVE TO ACCEPT IT.
  8. 8. THREE SCALES BIG CLIENTS SMALL CLIENTS UNCLIENTS
  9. 9. BIG CLIENTS = BIG PITCHES
  10. 10. SMALL CLIENTS = SMALL PITCHES
  11. 11. UNCLIENTS = NO PITCHES
  12. 12. FOR EACH SCALE, THERE IS A ROLE FOR PLANNING! BRIEF! BRIEFING! SOLVING!
  13. 13. IN ANY NEW BUSINESS OPPORTUNITY, ASK YOURSELF! “HOW CLOSE DO I NEED TO GET TO THE SOLUTION?”!
  14. 14. BIG = TELESCOPE
  15. 15. SMALL = MICROSCOPE
  16. 16. UNCLIENTS = STETHOSCOPE
  17. 17. WHY DO WE CARE ABOUT UNCLIENTS?
  18. 18. SE IN B EC AU F R LD O HE W O T IN G & VE RT IS Y AD NG ,T HE AR KE TI M NN IN G EW I
  19. 19. THE VALUE OF PLANNING IS IN UNDERSTANDING HOW TO WIN
  20. 20. ROLE 2
  21. 21. NOBODY CARES ABOUT YOU OR YOUR LITTLE STRATEGY 2
  22. 22. THE ROLE OF PLANNING ! IN NEW BUSINESS
  23. 23. USE OF PLANNING ! CAPABILITY VARIES WIDELY, ! EVEN WITHIN ORGANIZATIONS
  24. 24. THE ROLE OF STRATEGY! IN NEW BUSINESS
  25. 25. IN REALITY MOST OF WHAT IS PASSED OFF AS “STRATEGY” IS REALLY JUST A BIG IDEA WITH SOME TACTICS
  26. 26. TRADITIONAL! COMPETITIVE STRATEGY! MODERN! POST COMPETITIVE STRATEGY! PLATFORM STRATEGY! POSTMODERN! OPEN STRATEGY! UNFINISHED STRATEGY!
  27. 27. REGARDLESS OF THE STRATEGIC MODEL YOU APPLY, MAKE SURE YOU UNDERSTAND HOW IT FRAMES OPPORTUNITY AND ADVANTAGE FOR THE CLIENT
  28. 28. TEAM LEADERSHIP
  29. 29. REAL INSIGHT
  30. 30. TRUE STRATEGY
  31. 31. NO BRIEF
  32. 32. ALWAYS BE BRIEFING
  33. 33. DON’T DICTATE, BUT COLLABORATE
  34. 34. BE THE GLUE, NOT THE GURU
  35. 35. OPPORTUNITY 3
  36. 36. A TRULY POSTMODERN APPROACH TO NEW BUSINESS 3
  37. 37. PLANNING 2.0! HACKING THE ROLE!
  38. 38. PLANNING 1.O IS ROLE BASED
  39. 39. PLANNING 2.0 IS CAPABILITY BASED
  40. 40. FOR NEW BUSINESS ACTIVITIES, THIS MEANS BEING ADAPTABLE.! PUTTING AS MUCH OF YOUR CAPABILITY AS POSSIBLE TO THE EDGES OF THE TEAM.
  41. 41. THIS MEANS BEING ABLE TO CHANGE YOUR ROLE AND POINTS OF INPUT TO BEST INFORM THE PROCESS
  42. 42. PARKOUR IS NOT ABOUT RUNNING & CLIMBING.! PARKOUR IS ABOUT NAVIGATING UNCERTAINTY IN REAL TIME.
  43. 43. IN CONTEMPORARY NEW BUSINESS ACTIVITIES, UNCERTAINTY RULES…! AND RULES TEAMS.
  44. 44. THE OPPORTUNITY IS TO PROVIDE STABILITY AND INSIGHT AT THE SAME TIME
  45. 45. INCREASINGLY, SUCCESS IN TEAM-BASED NEW BUSINESS WORK IS ABOUT BEING A GOOD FACILITATOR
  46. 46. THE VALUE AND LEADERSHIP YOU PROVIDE IS ALWAYS THAT OF A TRUSTED ADVISOR, BUT THE WAY YOU SHOW THAT WILL VARY
  47. 47. TRUST = ! OWNERSHIP & ACCOUNTABILITY
  48. 48. TRUST !=! THROWING A BRIEF OVER THE WALL
  49. 49. TRUST = ! SHARING RISK
  50. 50. SELL CAPABILITY! NOT ANSWERS
  51. 51. ASSUME STRATEGY & ! DIRECTION WILL CHANGE
  52. 52. EXPAND YOUR ROLE IN THE PROCESS BY LEADING WITH INSIGHT
  53. 53. BRIEF WHEN NECESSARY,! BUT ALWAYS BE BRIEFING
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