Hi Reader, Your client is great at what they do. But what is that exactly? Everyone tells you how great the business is. They love working with them. But why? Stop guessing at what makes your client so appealing. Their customers already have the data. All you have to do is uncover it. If you ask the internal team why their top accounts actually buy, or what keeps them from leaving, you usually get polite, vague answers. But if you give them a simple, guided framework, that vagueness turns...

Hi Reader, Zoom is great for meetings. It is easy. You know how it works. It seems like the perfect option for a remote interview. So, you send a calendar link and hit record. The client's audio echoes, the lighting is harsh, and the webcam compresses their face into a grainy, low-res box. The end result looks so low-budget that it actually hurts your brand and positioning, so you kill the project and assume remote video just doesn't work for you. You didn't fail at remote video. You just...

Hi Reader, We like to think we know exactly why our clients hire us. We usually tell ourselves it is because of our high-level strategy, our unique insights, or the final creative asset. Whatever we deem the most important. Or, if you are like me, whatever you worked hardest on. And we lean hard into those things in our marketing and sales process. But what if you are wrong? When you actually interview your best clients, you will likely find a disconnect between what you think makes you...