Wednesday, February 15, 2012

The Wit and Wison of Today's Illustrious Algonquin...FACEBOOK Wall?

Not Being the Smartest at Times Can Be an Opportunity to Learn Something   
When Social Networking Becomes an AdHoc Tutorial

I'll be the first to admit that one of the things I love most about Facebook and other social media is getting high fives, props or plain ol' compliments when I share or say something clever.  (I can't actually include "my blogs" as an example in which this has ever happened, however, because after what SHOULD have been a big launch of my two sites -- this business-related one and another "just for fun” blogh?  Um...I'm only NOW prepared to start FEEDING these sites and truly embracing them! Yeesh.)
I digress.  So back to my admission of loving call-outs for "cleverosity?" (Well, coining that word may not necessarily be a very good example of such a thing, come to think of it!)  But when a bon mot of mine sparks some virtual applause?  Even a smattering of it? Ah yes. I love it. "Go ahead. Shower me with praise! Hit that LIKE button HARD and OFTEN. Woo hoo!"
But, perversely, you know what I also love?  I actually thrive on those times when one or more others do trump me with infinitely more original or astonishing comments or responses than anything I might have contributed. Don't get me wrong. I'm not about to say that happens a lot.  (Harrumph!) But when it does, you might be surprises by what that spurs in me.
This morning, for example, I had just the kind of "Wha...? Duh...?" moment when I felt positively SMITED by a bunch of folks I don't even know.  It was at the crack of dawn and I’d remarked about an amusing Facebook post by a good friend -- advertising creative sharpie, novelist and all-around "Renaissance Man" (a decidedly contemporary version, to be sure), Toby Barlow. 
In his completely effortless and charming fashion, Toby was simply sharing a link about a surprising coincidence (or was it?) regarding a near exact graphic design that was featured in two films by Ridley Scott.
Since it's Toby's birthday today, he threw his thoughts about it on his Wall and in no time, it was like chum to his cerebral (friendly) shark friends.  Importantly, it was all of one sentence long -- practically a freaking haiku!  (Brevity, indeed being the soul of wit. Something I've yet to practice...this very blog being a prime example.) 
So Toby's birthday nod simply read:
“All I really want for my birthday is...’Alien vs. Blade Runner.’
And this was followed by the link he wanted to share. That's it.
Well, that's all it took to prompt a host of Mr. Barlow's equally witty online crew to bat their own responses toward the fences. "Ooooh! This is fun," I thought.  I pondered for about a nanosecond and then threw my imagined matchup into the mix -- "Alien vs. Miranda Priestly" -- and thought that reference to Meryl Streep's memorable Devil Wears Prada villainess/heroine would amuse those in the conversation. Figured it would at least be good for a chuckle.
Then... the TRULY clever and crafty ones in Toby's circle started weighing in. Oy...
Each offering was funnier and more complex than the next.  Heck, I didn't even understand the one that immediately followed mine. (Not. A. Clue.) Since I didn't even know the meaning of his suggestion, I felt a thud in my stomach which marked the beginning of a slightly unpleasant sensation. And this is what I thought, "Oh, no. Maybe I should have at least given this some actual thought for a minute or two before so flippantly adding to the back-and-forth..."  
Suddenly, I didn't feel anything close to the "smartest kid in class."  More like the one in the dunce cap on a stool in the corner. (NOT my preferred self image!) Hoo boy! Not by a long shot.
Not a problem, however.  Whether in business or personal interactions or activities, you see, I THRIVE on some of those occasions when I apparently am the dimmest bulb on the chandelier. Because then I can soak in what other potentially smarter folks than I (or at least definitely momentarily more on the ball) have to say. 
And then? Dare I say it? I actually almost always LEARN something from such experiences. Yep, even at my advancing age. (Or, I should say, I'm thrilled that I do continue to put a high premium on learning -- big things and small ones -- even though I sailed past the half century mark a few years ago.)
Unsurprisingly, the trail of comments suddenly started to generate an almost audible buzz as new voices joined the conversation! No big deal for anyone involved, of course. Just lighthearted fun! But the open exchange was decidedly invigorating. Charming, even. And kind of...exciting.  
The BIG takeaway from this is that I know full well that most of what I now have to share professionally comes from what I’ve learned from others.  I’m quite the lucky fellow in that I’ve spent most of my career around some pretty astonishing talents with a helluva lot more grey matter than yours truly.  In fact, I spent most of the last 25+ years with a great many individuals who were (and, in some cases, still are) definitely smarter than me. There’s a pretty long list of such people that would double the length of this blog if I were to note all the folks I’ve learned from over the years.
That's the point. Many of those bosses and peers had much to share. And I had the opportunity to soak it all in like a sponge.  But to do so, it was critical to be comfortable with not being a know-it-all. Because you can never learn a thing if you think you know it all. OK?
How fortunate I've been.  
Whenever I meet young people or am asked to help someone make sizable leaps up the corporate or creative ladder (particularly when they're still on relatively low rungs), I often wish there was a way I could just snap my fingers and somehow provide each with the same incredible learning opportunities I was either given...or that I was crafty enough to create for myself. If I were to get a tattoo (but no chance of that ever happening), it probably should be “Carpe Diem” splayed out across my forehead.
When you're learning at the side of folks like Jay Chiat, Jane Newman, Laurie Coots at Chiat/Day right outta the gate, career-wise? Well, you'd have to be an idiot not to consider such experiences true Master Classes. And you'd be an even bigger idiot not to take full advantage of the chance to, first of all, accept that there are many, many people from whom you might learn and who will likely always be if not smarter than you, then at least a few steps ahead on the learning curve!  Perhaps forever. (That's something the justly maligned Millennials should consider. But don't get me rolling on that topic!)
I certainly didn't feel badly this morning about the comparison between, in retrospect, my rather lightweight and obvious contribution in comparison with the more compelling ones submitted by Toby's other Facebook friends.  Quite the contrary.
I was delighted to be in such company -- even for a few minutes. I immediately thought this random group was a pretty impressive bunch and, “minor” though the topic may have been, they were actually exchanging a contemporary version of the banter, sparkling wit and clever bon mots we frequently attribute only to past, sepia-toned historical figures such as the denizens of The Algonquin Round Table or those legendary American expatriates in Paris in the 20s.
But those qualities we still admire and long for – rapier wit, the skill to fire off a withering bromide without flinching, the simple turn of a good phrase – are by no means extinct. In fact, there are likely countless times when such examples may very well be as near to you as your laptop, iPad or such. Just keep your eye out and pay attention when a vibrant real collective discussion gets rolling!
What might you learn from this?  Well, on those occasions when you find yourself in similar circumstances?
·      Don't wince about what you've done or said and waste time wishing you could “take a mulligan!”
·      Don't apologize or beat yourself up, for Pete's sake.
·      Don't panic and submit an alternate comment in some tragically unnecessary ploy to improve your standing amongst the group. (Trust me, it will immediately be recognized as the desperate ploy it is.)

And above all else?
·      Don't ignore the continuing additions/comments that roll in (which might even gain an almost “gone viral” velocity) if and when more and more smarty-pant-types weigh in!

Instead? Embrace the experience. Glean something from it!  Yes… Learn something.
(I have a feeling that may very well happen throughout the day with responses to Toby's amusing post. In fact, I'm looking forward to more complicated and unexpected contributions. And yes, I may very well need to continue to jump on Google to understand some references in order to figure out what the hell some of them mean!)
That said? I absolutely do admit to having at least a twinge of...slight discomfort.  As I said before, I winced. That's all. I wasn't agonized by the situation. “Please…” The literal definition of "wince," by the way, is "a slight start." Which means that I felt a passing, tiny and only slightly unpleasant feeling initially.
Critically, it was also that feeling that actually prompted me to pay even more attention to who these folks were and what they had to say – rather than pouting about anything even five seconds ago. So now, as noted, I'm eagerly anticipating more cannonballs being shot off various bows in what I hope will become an ongoing game of one-upmanship as folks match their wits against one another and each attempts to equal or even surpass the quality of entries already shared.
But before I got all Zen-like about having been so immediately bested? And, no less, by multiple strangers from who-knows-where?
Well, I was reminded of one of my favorite Peanuts cartoon strips.  
I played Charlie Brown in a community theater production of You're a Good Man, Charlie Brown back in Florence, Alabama. I was in the 5th Grade or so and thus have always felt a bit of kinship with ol' Chuck.  (I guarantee, however, that almost anyone who knows me -- even in passing! -- would likely peg me as being a much closer match – then and now – to Lucy van Pelt rather than the hapless Charlie Brown! Heh heh heh.)  
It's entirely possible that I've enjoyed virtually everything Charles Schultz ever wrote -- the entire Peanuts canon, if you will – but it’s decidedly safe to say that such study or even mere enjoyment was quite a while ago.  The power of this virtuoso humorist's work, however, is that, despite my likely not having read or seen most of his work in over forty years, many of his cartoons still resonate as vividly as if I’d first read them yesterday. And, in many cases, I can literally quote many word for word and even describe the key images – again, sometimes after not having seen or thought about some favorites for decades!
Without further adieu -- and by way of illustrating that even I, for all my braggadocio, don't operate 100% of the time with supreme levels of self-confidence -- here is one of my truly favorite Peanuts tales that immediately came to mind earlier today.  It certainly was apt!


As I transpose the above onto my morning story, needless to say, I am once again "playing" the round-headed kid. At least a little bit.
“Yup. Charlie Brown. That’s me, alright."
But that's ok? Because Charlie Brown, God love him, was always keen on learning and improving his lot in life. He was nothing less than the pure embodiment of HOPE, long before Obama used that as the key theme in his election campaign.
Now what? I’m going to share this with all the Lucys and Linuses on Toby's Wall and wonder if any of them might also be feeling a little Charlie Brown-esque themselves right now.
Whatever the case, I hope at least a few see that there's a real possibility that there can be minor (though still somewhat profound) reactions to the contributions made by some who may have effortlessly just thrown a thought into the discussion quite reflexively without a moment’s hesitation. Perhaps a few may then enjoy realizing that even a few clever words really can have a tremendous impact – particularly when they’re shared in a social networking setting!
By the way... Now that I think about it? My "Alien vs. Miranda Priestly" really is pretty damn funny if I do say so myself!

Tuesday, December 6, 2011

How to Begin Playing The Game of NEW BUSINESS Life with Exterior Design


So.... How CAN you deploy my team of pretty astonishing collaborators and myself to help YOU gear up for new business as never before?  Well, for starters? Don't follow Path 2 above! Path 1 is the way to go. And EXTERIOR DESIGN is designed precisely for those of you C-level leaders out there who HAVE the team in place, who've DONE incredible work and can share astonishing results. And who really ARE prepared to give new client prospecting AND acquisition the attention, time, energy, resources, budget, and respect that such an enterprise requires.

If that sounds like YOU? Then the Initial Client Engagement will undoubtedly be JUST what you have in mind.  If you move quickly, you can benefit from the one-time 20% discount offered to celebrate the launch of EXTERIOR DESIGN. It is for the first THREE firms who sign on prior to December 15 for immediate activation. Those who do so will be able to start the new year more powerfully prepared for New Business than ever before.
Here are the steps we'll deploy in what we hope will be a fun, productive AND wildly profitable engagement that will help you achieve your most "blue sky" business development ambitions.  

My ultimate goal is to create a sustainable program for YOU and YOUR TEAM and have refined my process and also built a number of incredibly useful tools for us to put to work for you. (Importantly, I also offer a six-month engagement in which I work closely with you and your team to activate with a VERY hands-on approach which naturally includes direct outreach/prospecting. Please bear in mind, however, that the ULTIMATE goal is for you and your firm to be self-sufficient in this regard. But for some select clients, I am happy to aggressively HELP you bring the entire program to life after the development of the three primary deliverables crafted during the Initial Client Engagement.

You will also have access to my new proprietary database of some 600+ of the country's most successful and innovative client-side decision-makers as well as the experience I've gleaned helping some of the best agencies in the country win some $6 billion in new billings over the last 25+ years. (Note:  that should read "$6 billion...and counting!")

Here is the Initial Engagement outlined in its most basic, straightforward terms:
  1. Exterior Design conducts intensive Agency Brand Audit of client firm
  2. The following is developed over the course of a one-to-two month engagement (with direct outreach for up to six months):
  • The Tools – creation of powerful suite of marketing and new business presentation materials
  • The Targets – development of both a master list of key constituents for ongoing messaging and a highly detailed database of TOP Prospects including a variety of information needed to develop a solid offering and ultimately new relationship with them
  • The Tactics – a formal business plan designed for immediate and long term use (and that the client firm can actually ultimately continue on its own


Wouldn't it be nice to return to the office in the new year with most of the above either VERY far along or actually completed?  This process is between one and two months long, depending upon the specific nature of your biz dev situation.  

But the one thing I can guarantee you?  You'll start that new year MINUS the sense of dread that sometimes greets the occasion for two many agency and marketing CEOs and others. That I can assure you.

Get in touch now and I'll be happy to discuss in more detail and share you the process and tools in more granular fashion. And I'll also be VERY proud to share the number of incredible collaborators whose talent you may also want to put to work on your behalf. (I've worked with most of them for years, some of whom have been key partners for two decades (!), and some are incredible talents I've been eager to work with for some time.)

The New Year waits for no one. Wouldn't it be terrific to start the year AHEAD of the game? And, particularly, ahead of your competitors?  Exactly.

Cheers!

Neilan Tyree
Founder, EXTERIOR DESIGN
Neilan@NeilanTyree.com





Monday, December 5, 2011

Open for (NEW) Business (for YOUR business!)


In typical fashion (think about your OWN marketing efforts for YOUR company before getting TOO "know it all" with ME, thank you veddy much!), I launched this blog in October FULLY expecting to be uploading NEW DAZZLING insights and information weekly!  


Er... Uh...Well, please refer to that old chestnut about the cobbler's shoeless children.


Yes, folks. I know ALL about the difficulties of marketing your company not only from my 30 years of doing so on behalf of some of the best ad agencies and other marketing services firms in the country. But ALSO thanks to the challenges and issues I face with my own business -- in this case, launching a NEW company. Which, for the record, is something I have never done before.


That's right.  I am no longer that "gun for hire" that some of you may have always thought of me as (when, truth be told, I have almost ALWAYS been deployed for a much longer and consistent amount of time than THAT rather rude term -- to me, anyway -- suggests).


But I am VERY happy to announce the formation of this new company.  It isEXTERIOR DESIGN -- devoted to Business Development for ad agencies and other marketing companies as well as creation of new Entertainment product and advertiser supported Content.


EXTERIOR DESIGN has been painstakingly crafted (with a host of unique tools, an incredible proprietary database of the best marketers in the U.S., and a VERY robust and specific process) for those CEOs and other C-leaders out there who are TRULY ready to "make something happen" on the new business front and have the team, the expertise, the recent work and the RESULTS in place that will make them a true force to be reckoned with on the most important new business stages they can possibly appear. 


The time has come to take your entire company up a level? 2012 marks the year in which YOUR firm is going to get to the TOP of your competitive set?


Great. Then you and I need to talk. 


And if you call quickly, you may still qualify for my once-in-a-lifetime offer of a 20% discount I'm decided upon to welcome my first three premier clients with which I am starting the company. There are two such available slots so if you'd like to be as prepared as possible for the new year? These are the initial things my collaborators and I will develop for you (usually over a one-to-two month period, depending upon the nature of your business, etc.):  

  • The Tools – creation of powerful suite of marketing and new business presentation materials
  • The Targets – development of both a master list of key constituents for ongoing messaging and a highly detailed database of TOP Prospects including a variety of information needed to develop a solid offering and ultimately new relationship with them
  • The Tactics – a formal business plan designed for immediate and long term use (and that the client firm can actually ultimately continue on its own


Would you like to learn more? Well, lucky you.... I just happen to have a few more thoughts to share...

EXTERIOR DESIGN is a consultancy developed on behalf of those C-level leaders of ad agencies and other marketing services firms most determined to take their firms to the “next level” of excellence through an aggressive pursuit of new, future-changing clients that will result in dramatic increase in revenue.
Shaped by almost thirty years of success in some of the most highly competitive New Business arenas that has led previous employers or clients of Neilan Tyree’s to over $6 billion in new billings wins (and counting), the initial program is all about ensuring that new clients have everything they need in place to make a dramatic play for their best possible new AOR assignments as well as critical projects that can lead to such relationships.
The initial engagement is an intensive one-to-two month program that follows these steps and is designed to ensure that the client firm has three things in place as the key deliverables:
THE TOOLS:  marketing and presentation materials that vividly demonstrate the most salient and exciting offerings the client firm has for its best prospects (which can either be based on existing materials – inevitably at least revised somewhat if such materials exist) or created swiftly either with on-staff creatives or EXTERIOR DESIGN partners/collaborators.
THE TARGETS: EXTERIOR DESIGN has a suite of tools designed to help clients and their core management teams work with the consultancy to create a highly refined set of criteria that is utilized to guide the development of a brand new database of best possible prospects. The result is two-fold, in regard to actual deliverables. On one hand, the client firm will receive a Master Database of all its best constituents for outbound messaging (through social media, direct one-to-one outreach, monthly mailings, creative and other news blasts, etc. But even more importantly, the process will result in a highly-refined database of TOP Prospects. The latter also comes with a deep dive research report on each (including information from my research partner that features global studies and such that most firms simply do not have access to) and a dramatically granular Work Sheet that includes extremely specific strategic concepts for the outreach to each client as well as clear creative directives on how best to present EXTERIOR DESIGN’s client firm to each. It’s worth noting that the work sheet itself is an organic document that includes every relevant bit of information about each TOP Prospect so can serve as a Status Report that doesn’t require a moment’s effort. Client wants a status report? I forward the Work Sheet as it exists that moment since it is constantly updated. What's more, EXTERIOR DESIGN works with clients either on shared sites such as basecamp or with GOOGLE Docs so that all such information is actually always available for clients to review at any time.)
THE TACTICS: There is one central truth about almost every agency or marketing services firm I’ve encountered over the years and that, sadly, is that almost none of them actually have a clear BUSINESS PLAN in place. While many have very dramatic objectives and goals, few have actually articulated how they plan to achieve those goals. So the final deliverable for each of EXTERIOR DESIGN’s clients is an intensely detailed, actionable and sustainable formal Business Plan that takes a variety of details unique to each client into consideration and that can be used for months – if not years – toward the artful pursuit of new business.
The above is what EXTERIOR DESIGN is dedicated to providing its clients. In some rare cases, we may also consider working with select clients for a six-month activation period in which we help them activate their actual outbound program.

Monday, October 10, 2011

And so it begins!

Are you ready to play ball?


That's who this site is for: 

  • Those of you C-level and other senior leaders who are truly ready to rock and roll on the biz dev front.  
  • Those of you who have been doing or are in the process of doing all the heavy lifting necessary to make YOUR company stand out. 
  • Those of you who have something special to share with others and are ready to crow about it.

You're ready to "make things happen, dammit.


Importantly, my services, processes, tools, partners and I are absolutely not for the timid or terror-filled. 


If I were to post an AD for new clients myself? It would probably simply read: 


"Seeking incredibly motivated and gifted world-class leaders -- or those who aspire to such -- and who are tired of pussy-footing around and want to take their company to the absolute next level and will commit to the steps necessary to do just that."


In fact, NTED undertakes our own vetting process for new clients to make damn sure we're being deployed by those who really are ready to write the next chapter in the history of their company (and undoubtedly create their own career-best efforts in the process) because...there is only so much time in the day and, for that matter, life is too short.


I'm not the ONLY one at NTED with an astonishing history of working with the most talented (and inevitably most demanding) clients and direct report bosses you can name – though I may be the only one in my SWAT Team full of independent supah-stahs who has almost always exclusively reported to the senior-most individual(s) at the blue-chip firms that have been my home for almost thirty years. (What can I say? Call me crazy, but I like living dangerously!)


But you better believe that everyone who is a member of the NTED DREAM TEAM brings a staggering track record of success honed at the highest possible levels and on some of the most competitive marketing battlefields of the past quarter century or more. That's who I roll with...


You want a crack leader whose rolodex is filled with amazing talent? "Nice to meet you! I'm free to talk. You?"


On the other hand, do you think I'll arrive with some golden rolodex of advertisers just dying to hand you a $50 million account?  "Buh-bye. I'm afraid I've got to run..."

No matter what some fast-talking types who purport to be experts in the biz dev field might tell you? That is decidedly not how it works. The way it does work requires the following: 


1) Seriousness of intent. 

Please, don't call if you kinda want to do something about new business... Hoo boy.

2) Your business is solid and readily able to take on SIZABLE new opportunities. 


Have you done the work necessary to be able to make a credible case to new clients and illustrate the clear ability to be able to deliver what you promise?


Best have that done before my posse and I come barreling along.


Also, about that scope? There's a reason my mission statement has long read "to help the senior-most leader(s) of any company or organization achieve their most audacious objectives." 


If it's small-fry things you have in mind? That ought to be something you can readily handle on your own or in-house, at the very least. And not of much interest to my comrades and me.


3) You're prepared to PAY:  primarily attention, but also the fair fees as well as a finite budgeted amount for materials, tools and outreach.


This ain't the Go-Go Eighties. No one is more clear on that than someone like me who has spent my entire life a "non-billable agency expense," ok?  Did you read that? I have been non-billable for my entire career.  But (here's where I haul out my favorite fact again) i have $6 billion in wins behind me that suggests those companies and individuals who've drawn on my talents have done so as an exceedingly good bet that paid back in spades.


I'm proud to bring everything in my arsenal AND stable of talent to bear on your work. And my own fee is extremely reasonable. And it's worth pointing out that I'm no longer available for hire by a single company and you probably wouldn't be able to afford the amount it would take to get me to consider changing my mind.


So, as a courtesy to those terrific companies and leaders out there, I have defined the value of my consulting practice by doing the math concerning what I've been paid and what I have delivered in return.  Let's have a talk. Believe me, my fee is not going to be the deal-breaker.


But it is by no means not only about the consulting fee. You need to be prepared to establish a budget and commit to it.  I'm more than happy to work with you on doing so -- and also, critically, on establishing critical benchmarks for us to hit at certain phases (either in that initial engagement addressed in the Snapshot about NTED to the right) or at multiple points in the long-form consultancy with NTED.


That's enough about NTED and me. Now let's talk about you and what you have in mind...right now. 


All you need to be is ready, willing and able to commit the reasonable, fair amount for consulting fees as well as the development, creation and even the execution of a prescribed amount of new assets and tools. And, again, most importantly, genuinely be present for such an undertaking and include your time and attention as well as that of your most critical company team members and fellow leaders.


While we will be most respectful of using your attention, time, energy, money and any and all other resources quite carefully, we do not win new business FOR our company clients. When successful, we create new opportunities and new revenue WITH our best clients.


Finally, if you don't understand that distinction, then you have more to learn about engineering a successful business development than I have the time or ability (or interest) in teaching.


In closing, I guarantee there are a few of you who WILL rise to the occasion and respond to this (somewhat baiting and more than a little provocative) screed. And, if so? I bet you'll share a lot of the characteristics with those folks I've most enjoyed working with over the last three decades. Like Jay Chiat. And Bob Jeffrey. And Jane Newman. And Laurie Coots. And.... I think I've made my point.)


Please call 323.469.1941 to discuss your immediate objectives or contact me at Neilan@NeilanTyree.com.


Cheers!


Neilan Tyree
Founder