Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Idsa 2013 design driven business development
1. DESIGN DRIVEN BUSINESS DEVELOPMENT
DESIGN DRIVEN BUSINESS
DEVELOPMENT
KEVIN LEHTINIITTY | FOUNDER & CEO
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Sunday, April 21, 13 1
• Hello everyone
•Talking about design driven business development
2. DESIGN DRIVEN BUSINESS DEVELOPMENT
Kevin Lehtiniitty
1994 2000
Cr 2007 2009 2010 2011 2012 2013
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•A little bit about me.
•[Go through the timeline].
•going to share with you a few of the less obvious lessons we’ve learned along the way.
•We lost a lot of time and money making these mistakes so hopefully, if you can avoid one or two of these, this talk will have done its job.
3. DESIGN DRIVEN BUSINESS DEVELOPMENT
http://www.seriouswheels.com/pics-mno/Mercedes-Benz-SLR-McLaren-Cutaway-1920x1440.jpg
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•Whether we’re talking about a high performance sports car,
4. DESIGN DRIVEN BUSINESS DEVELOPMENT
http://www.cruisescope.com/wp-content/uploads/2012/11/cruise1.jpg
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•a big cruise ship
5. DESIGN DRIVEN BUSINESS DEVELOPMENT
http://boardingarea.com/blogs/flyingwithfish/files/2009/04/ba_concorde.jpg
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•a sleek high speed jet
6. DESIGN DRIVEN BUSINESS DEVELOPMENT
http://www.e-architect.co.uk/images/jpgs/england/mclaren_technology_centre_fp270509_ny_1.jpg
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•or growing a business...they all need the same two things
7. DESIGN DRIVEN BUSINESS DEVELOPMENT
Power & Direction
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•power to move and a direction to get where we want to go.
8. DESIGN DRIVEN BUSINESS DEVELOPMENT
http://www.coolfunpics.com/slides/Crazy_Stuck_Car.jpg
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•no matter the potential, if you have no power your not getting anywhere
9. DESIGN DRIVEN BUSINESS DEVELOPMENT
Client acquisition drives business
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•client acquisition powers business development
10. DESIGN DRIVEN BUSINESS DEVELOPMENT
Two less obvious lessons
we learned the hard way
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11. DESIGN DRIVEN BUSINESS DEVELOPMENT
1. Learn to say no
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•Learn to say no to perspective clients.
12. DESIGN DRIVEN BUSINESS DEVELOPMENT
Myth:
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•very common trap that we fell in for a few years
13. DESIGN DRIVEN BUSINESS DEVELOPMENT
http://s396.photobucket.com/user/eln1/media/marketing%20pictures/money.jpg.html
=
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http://www.opensecrets.org/news/assets_c/2010/11/stack-of-money-3153.html
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•myth is the more clients you have the bigger your business gets
•If one client equals money, the 10 clients must equal 10x money
•We were in this for a a little over a year
•year of very slow growth that we could have used to develop our business much faster had we been smarter about our clients.
14. DESIGN DRIVEN BUSINESS DEVELOPMENT
Business Size Focusing on landing as many clients as possible
Number of Clients
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•this is what we saw.
•We focused on landing every client we saw no matter the size of the account or the industry they were in.
•We had low profits from our clients and no pieces to put on our portfolio to bring us to the next level.
15. DESIGN DRIVEN BUSINESS DEVELOPMENT
Reality:
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•We were barely able to pay for our office and our other expenses
•we made the scariest decision we’ve ever faced.
•started saying no to clients who would bring in the money we so desperately needed.
16. DESIGN DRIVEN BUSINESS DEVELOPMENT
Quality
Quantity
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•We picked a few markets that weren’t too saturated with design, educational institutions for example
•focused all our efforts on landing bigger clients in those few spaces
•turned down all clients that didn’t fit our profile.
•focused on quality over quantity.
•one of the best decisions we ever made.
17. DESIGN DRIVEN BUSINESS DEVELOPMENT
Business Size Focusing on landing quality clients
Number of Clients
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•used every client as a portfolio piece to land even more profitable clients the next time around.
•able to climb up the ladder of design projects getting to more interesting and more profitable projects.
•by focusing all of our clients into a few niche areas, the effects were amplified.
•we were able to say look at this great project w did in your industry.
•That was the competitive advantage that pushed us over the top when competing for bids.
18. DESIGN DRIVEN BUSINESS DEVELOPMENT
http://www.funnyjunk.com/funny_pictures/3942365/50+shades+of/4#4
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•Turning down clients doesn’t seem intuitive to growing a business but there’s only so far you can go by grabbing every client you see.
19. DESIGN DRIVEN BUSINESS DEVELOPMENT
2. The client isn’t always right
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•The second big and costly mistake was letting clients drive our final product.
20. DESIGN DRIVEN BUSINESS DEVELOPMENT
http://www.ready2spark.com/wp-content/uploads/2011/08/customer-service.jpg
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•signs like this posted in too many offices to remember including my dad’s.
•first “take your son to work” day, my dad’s shining cubicle and a big “the customer is always right” sign on the wall.
•That’s the customer service environment I grew up with so that’s exactly the attitude we took.
21. DESIGN DRIVEN BUSINESS DEVELOPMENT
Image courtesy of McCann Erickson
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•clients aren’t always right.
•We’ve all had the experience of creating a truly great product and seeing it get ruined by client change requests.
22. DESIGN DRIVEN BUSINESS DEVELOPMENT
What clients want:
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23. DESIGN DRIVEN BUSINESS DEVELOPMENT
Image courtesy of Clients From Hell
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•log onto clients from hell and the horror stories start pouring out.
•we lived in fear of the inevitable email that contained client feedback
•we realized that none of our portfolio pieces actually showcased our work and our abilities.
•All the projects we had to show had been subjected to the whims of our clients, most of which knew nothing about design.
24. DESIGN DRIVEN BUSINESS DEVELOPMENT
http://4.bp.blogspot.com/-lnF2ymkb5KI/Tw1YS7X9IAI/AAAAAAABQHc/FlFmE0VBKo8/s640/172458_10150137277585751_634670750_8380962_3247352_o.jpg
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•We got tired of taking all sorts of bullshit from our clients.
•This is our field and we weren’t going to let clients ruin our hard work.
•We decided to push back
•Instead of losing clients they started to respect our opinions.
•most clients are actually looking to you for guidance, big company politics has just trained them to keep to themselves and not ask for help.
•In our experience, dictating the project - within reason of course -
•gained us a lot of respect,
•helped grow our business to the next level,
•decreased stress
25. DESIGN DRIVEN BUSINESS DEVELOPMENT
Power without direction
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•second component to growing any business is having a direction. If you don’t...
26. DESIGN DRIVEN BUSINESS DEVELOPMENT
http://i674.photobucket.com/albums/vv101/Konradius5/Gary%20Larson%20Comics/GoingInCircles.jpg
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•You’ll end up going around in circles.
•No matter how much power you have driving growth, you need somewhere to get to.
27. DESIGN DRIVEN BUSINESS DEVELOPMENT
Steering with long term strategy
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•This is where a long term strategy comes into play.
•Starting out long term can mean 6 months, a year, two years, it doesn’t matter.
•The point is to set a direction a go after it.
28. DESIGN DRIVEN BUSINESS DEVELOPMENT
Two less obvious lessons
we learned the hard way
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29. DESIGN DRIVEN BUSINESS DEVELOPMENT
1. Create a design process early on
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•Creating a design process sounds really boring but it’s one of those business structures you have to put in place to grow a company.
•started with the process our freelancers had before they came to TINITT.
30. DESIGN DRIVEN BUSINESS DEVELOPMENT
Image courtesy of Toothpaste For Dinner
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•looked a little like this.
•This leads to a few problems when you’re trying grow a business:
•becomes extremely hard to track your workload
•building a business is so much more than just completing client projects
•when you spend 80% of your time fucking off you spend all of your actual work time designing.
•seems great, spend all our time doing what we love.
•But that doesn’t really grow business.
•have to spend a little time everyday deciding where you want to take your business.
•This give you a lot more time to adapt and you’re constantly keeping your end goals in mind which keeps you focused on moving towards
them.
31. DESIGN DRIVEN BUSINESS DEVELOPMENT
Image courtesy of Lifehack
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•This was one of the hardest things for me creating a business.
•I’m a huge procrastinator and it took a lot of missed business opportunities and a couple hard conversations with some of our key employees
to get me to start doing things right away.
•Once we put in some concrete plans for how we develop our products, I began to see how much business we had lost because of my
procrastination.
•I wish we would have created our work flow and processes much earlier in our companies history, we would have been able to grow
significantly faster.
32. DESIGN DRIVEN BUSINESS DEVELOPMENT
2. Think three moves ahead
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•you always have to think at least three moves ahead if not more.
•The great part of big companies is if you or I make a mistake and they lose some money we might get yelled at, demoted, or even fired...but
the company will go on as if almost nothing happened.
•When your creating and growing a business mistakes can bring down the company.
•avoid mistakes by creating plans.
•When we were landing every client we could find we didn’t have any idea where the company was going to go so we went nowhere
•Eventually decided that we wanted to make the web beautiful and functional.
33. DESIGN DRIVEN BUSINESS DEVELOPMENT
http://www.commonplaces.com/sites/commonplaces.com/files/ugly%20baby.jpg
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•The web still looks extremely ugly and most websites are “ugly babies”.
•So now we had an end goal, something to work towards.
•But we’re not just going to wake up one day and see the web has completely changed.
•have to take small steps one at a time to reach our goal.
34. DESIGN DRIVEN BUSINESS DEVELOPMENT
http://www.squidoo.com/chess-three-move-checkmate
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•we started creating a plan.
•The chess analogy is really overused but it’s true.
•We started creating a plan to eventually get to our goal.
•didn’t work.
•you need a lot of plans.
35. DESIGN DRIVEN BUSINESS DEVELOPMENT
http://alltheragefaces.com/img/faces/svg/misc-all-the-things.svg
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•We were dead in the water with no idea what to do.
•cost us a lot of money.
•A few months later we hit the same scenario but this time, we had a plan B.
•burned through that one unsuccessfully too.
•plan a and a plan b aren’t enough...we almost went bankrupt making that mistake.
•Now, we have at least four plans to move the company forwards towards our goals.
36. DESIGN DRIVEN BUSINESS DEVELOPMENT
1. Learn to say no
2. The client isn’t always right
3. Create a design process early on
4. Think three moves ahead
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Here’s a quick recap of the 4 big mistakes we made developing our business. Hopefully some of you can avoid them.
37. DESIGN DRIVEN BUSINESS DEVELOPMENT
Post panel questions
Twitter: @infinitekevin
LinkedIn: www.linkedin.com/in/infinitekevin/
Email: kevin@tinitt.com
Web: http://infinitekevin.com
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We’ll be taking a lot of questions after presentations but if you come up with questions afterwords you’re all welcome to contact me. Twitter
and email usually work best.