The document discusses the evolution of the ABC rule for understanding different cultural perspectives on timeliness. It provides examples of applying the ABC rule to different client scenarios, highlighting the importance of putting oneself in the client's shoes and considering cultural factors. The document also shares strategies for building strong client relationships, such as learning about clients beforehand and making personal connections.

1. Evolution of ABC-rule

2. Ivan Fortuna
• Founder at molfar.io
• >4 years in Sales & PM
• Have clients from US, UK, AU,
and Germany
• Took part in launching >20
projects
• Increased the company rate
up to $50/hour

4. • wayme: got funds from FB, joined FB Start
acceleration program, joined Y Combinator
Startup School;
• SnoreReport: featured by American Sleep
Association, got funds from ASA, and took part
in Kelly Ripa’s live show;
• BetterHalfGame: could partner with Live Show in
UK BetterHalf;
• AFC Radio: saved 85% time and 70% of funds
on development.

5. Stay Close
• What do you know about your client before the
first call?

6. True/False
• Englishmen - Prompt in time;
• Middle eastern people - can be late for hours;
• Americans - 15 minutes late.

7. Let’s get into their shoes

8. Case #1
• Hey Anna, yesterday I saw on my project
calendar we were going to have mockups ready
for the app a week ago. We're launching in 5
days but I haven't received anything from you. Is
everything OK?
• Yes John. Everything is fine. We have a slight
delay in producing the mockups. Please, be
patient and we will give them to you.

9. Case #2
• Hi John! I wanted to remind you that we'll be out
next week due to mandatory staff holidays, as
per our development roadmap. On the bright
side, we pushed ahead all the way through the
first 4 steps of 5 outlined in our development
plan. Please let me know if you'd like more
information on our progress.

10. Case #3
• Hi John! We've got half the mockups ready for you
to review. I know the deadline is next week but could
you please take a look, so we know we're making a
good progress? - Thanks. This will keep us on track.
(after confirmation)
• By the way, we have mandatory federal holidays
next week. We might be delayed by two days
producing the other part of mockups. Is that OK?

11. Value Orientation
• Invite to your office;
• Info that is out of your service;
• Connections that might help;
• Gifts;
• Handwriting letters;
• Arrange informal Skype calls.

12. ABC rule

13. –Babe Ruth
“Every strike brings you to the next home run.”

14. Wanna cup of coffee?
• Write me: i.fortuna@molfar.io
• Reach me: linkedin.com/in/ivanfortuna/
• Ping me: fb.com/fortuna.ivan