This document provides tips for how to be a respected maverick or independent thinker. It suggests: 1) Know your client extremely well by understanding their audience, needs, competition, and what is most important to them in communication. 2) Proactively solve problems and take the lead. 3) Do thorough research and insist on it. 4) Prepare a clear rationale for your ideas rather than relying on cleverness. 5) Demonstrate past successes purposefully to build confidence and trust.

1. ways to be a
respected maverick
#UCDA MARCH 27, 2015
@RichardHBailey
@RHBInformed
5

2. “The President’s wife doesn’t like purple.”
“Can you make the logo bigger?”
“Just center everything.”
“What do you plan to do with all that empty
space?”
“I know we’re supposed to follow campus
brand standards, but I don’t want to go with
those. Can you just…”

3. “They won’t let me __________.”
“They think these photos are good???”
“They don’t get marketing at all.”
“Where the heck did they come up
with that logo?”

7. maverick
an independent individual who
does not go along with
a group or party

8. THINKISFORGIRLS.
weet Briar, Virginia · 800.381.6142 · admissions@sbc.edu · www.sbc.edu

12. #thinkisforgirls

13. guilford popcorn

15. alma tartan

16. The Warner Pacific logo consists of the two letters
both of which have been curved at the edges to refl
waves of the Pacific Ocean. These curved edges
as entry points into the process of education tha
at Warner Pacific—so as you enter you must t
the cross that is framed between the W and t
only when you come to the cross with your
you are then prepared to address life’s mo
questions. Our tradition of sending scho
world prepared to serve their commun
the curved appendage of the letter P, w
the process of leaving Warner Pac
ng as “initials”
an a

17. wpc urban position

24. ways to be a
respected maverick
5

25. 1
know your client.
(really well.)

26. 2
solve problems proactively.
(take the lead.)

27. 3
Do the research.
(insist on it.)

29. • who is the audience?
• What do we know about them?
• why will they care?
• what difference would it make if client/event/ program wasn’t available?
• who is the competition?
• what do they offer that’s better?
• what is the clear advantage?
• what’s honestly most important in communication?

30. 4
prepare rationale.
(pace yourself on the clever stuff.)

31. how to present a concept and win
“Today I’m happy to show you the concept we’ve
developed in response to your request for x. I’m
eager to show it to you but, before we look at the
concept, I’d like to review a few key ideas…”

32. Ensure that you have a shared understanding of
terms: (brand, positioning, marketing, advertising,
promotion…)
how to present a concept and win

33. Review intended audience(s) and descriptions
review objectives
review anticipated results (what does the client hope
to see as a result of this solution?)
how to present a concept and win

34. “Now… Let me show you how we have solved your
problem and addressed your request…”
how to present a concept and win

35. 5
demonstrate success.
(brag purposefully.)

36. Build confidence.
Earn trust.
the big
takeaway…

37. Q?

38. thanks.