MAS New Business Lecture Public.pdf

PLANNING & THE ART OF !BUSINESS DEVELOPMENT

MIAMI AD SCHOOL SF - ACCOUNT PLANNING BOOTCAMP

Matthew Milan, Principal & CEO

mmilan

THREE TOPICS

LANDSCAPEROLE

OPPORTUNITY

LANDSCAPE

1

1

THE UGLY TRUTH ABOUT NEW BUSINESS

MOST NEW

BUSINESS WIN

S

HAVE NOTHING

TO

DO WITH PLAN

NING

THIS DOESNT MEAN THAT YOU HAVE TO ACCEPT IT.

THREE SCALES

BIG CLIENTSSMALL 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?

BECAUSE IN

THE WORLD OF

ADVERTISING

&

MARKETING, T

HEY

ARE WINNING

THE VALUE OF PLANNING IS IN UNDERSTANDING HOW TO WIN

ROLE

2

2

NOBODY CARES ABOUT YOUOR YOUR LITTLE STRATEGY

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

DONT DICTATE, BUT COLLABORATE

BE THE GLUE, NOT THE GURU

OPPORTUNITY

3

3

A TRULY POSTMODERNAPPROACH TO NEW BUSINESS

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