MIAMI AD SCHOOL SF - ACCOUNT PLANNING BOOTCAMP
PLANNING & THE ART OF !
BUSINESS DEVELOPMENT
Matthew Milan, Principal & CEO

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 NN
W I TH
DO

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 Y
AD NG ,T HE
AR KE TI
M NN IN G
EW I

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!
POSTMODERN!
OPEN STRATEGY!
UNFINISHED STRATEGY!

REGARDLESS OF THE STRATEGIC
MODEL YOU APPLY, MAKE SURE YOU
UNDERSTAND HOW IT FRAMES
OPPORTUNITY AND ADVANTAGE FOR
THE CLIENT

TEAM LEADERSHIP

REAL INSIGHT

TRUE STRATEGY

NO BRIEF

ALWAYS BE BRIEFING

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 OF THE TEAM.

THIS MEANS BEING ABLE TO
CHANGE YOUR ROLE AND
POINTS OF INPUT TO BEST
INFORM THE PROCESS

PARKOUR IS NOT ABOUT
RUNNING & CLIMBING.!
PARKOUR IS ABOUT NAVIGATING
UNCERTAINTY IN REAL TIME.

IN CONTEMPORARY NEW
BUSINESS ACTIVITIES,
UNCERTAINTY RULES…!
AND RULES TEAMS.

THE OPPORTUNITY IS TO
PROVIDE STABILITY AND
INSIGHT AT THE SAME TIME

INCREASINGLY, SUCCESS IN
TEAM-BASED NEW BUSINESS
WORK IS ABOUT BEING A GOOD
FACILITATOR

THE VALUE AND LEADERSHIP YOU
PROVIDE IS ALWAYS THAT OF A
TRUSTED ADVISOR, BUT THE WAY
YOU SHOW THAT WILL VARY

TRUST = !
OWNERSHIP & ACCOUNTABILITY

TRUST !=!
THROWING A BRIEF OVER THE WALL

TRUST = !
SHARING RISK

SELL CAPABILITY!
NOT ANSWERS

ASSUME STRATEGY & !
DIRECTION WILL CHANGE

EXPAND YOUR ROLE IN THE
PROCESS BY LEADING WITH
INSIGHT

BRIEF WHEN NECESSARY,!
BUT ALWAYS BE
BRIEFING