From the course: Relationship Building for Creative Leaders
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Know your positioning
From the course: Relationship Building for Creative Leaders
Know your positioning
- Before we talk about building relationships, you first need to take control of your own destiny and decide who you are, and who you want to work with. Otherwise, you won't have a starting point to build a new relationships. Well, this isn't a course about positioning or specialization. I want to talk to you about the importance of both those things before we talk about building relationships. Most creative firms think they can manage to be everything to everyone. Firms like this or generalists work for any client that comes in the door and provide any service the client requests. And firms that generalize, and let's be honest most of you do, do not actively pursue new business in any focus manner. This is because generalists are simply overwhelmed by the vast unknown, and don't know where to start, who to contact and how to sell themselves. Instead, they rely on referrals for all new business and allow their…
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