Podcast Roundup Part II: Luck, MacKenzie and Levitan
Well, here we are. November. 2017 is almost over; 2018 is almost here. All internet content has begun the inevitable shift toward year-end list making. As the prophesy foretold, we are going back to look at a few of the notable podcast guests from this year - a task that is only made difficult via the incredible selection of friends and experts that have appeared on Ponderings from the Perch podcast this year!
I would include among the more magical moments of the year my attendance at The Research Marketing Event in October. This juggernaut of a conference is host to some of the most legit names in marketing, research, and marketing research - or, to put it more succinctly...Malcolm Gladwell was the keynote speaker. Who else stands in those ranks? None other than my friend Kristin Luck.
Kristin runs Luck Collective, an acclaimed and brilliant growth strategy consultancy. During our discussion, she shared her insight on a variety of topics, from entrepreneurship to exit strategies.
For some people, it’s "Hey, I want to grow my business more than 10 percent a year."
For some of them it’s "I want to be in business next year."
I have clients that range across the spectrum, from firms that are really healthy and growing quickly, and are trying to position themselves to acquisition - to firms who are either stagnant in terms of revenue growth, or are actually in decline.”
The wide scope of her client base is unified by her approach and mindset.
I think the fun thing about consulting is that every engagement has a new challenge - a new set of objectives - and it’s fun to sort of work across different business problems.
What a badass. Check out the whole interview here.
Gray MacKenzie’s methodology is near and dear to our heart here at Little Bird. In 2011 he co-founded Guava Box, an inbound marketing agency after running a series of marketing experiments for his college lacrosse team. After getting hands-on experiences with a wider variety of inbound customers, he began to notice a disturbing trend.
The reality is that most agencies don’t have a standardized process for how things get done. In the early days, it is relatively standardized, because you have the same exact people. It’s you, or just you and two other people who are doing it, and you tend to do things the same way.
To scale anything - that’s the point where processes become really important. One of the biggest mistakes people make is they don’t start documenting those processes early enough.
That happens in the agency space, but it’s not exclusive to the agency space. That’s small business, in general, and it happens all the time.
In case you were on the fence about whether or not to show a video of bloody seals to a boardroom full of executives, Peter Levitan can clear that up for you pronto.
Joking aside though, I consider it an honor not only to call Peter Levitan (industry giant, Saatchi & Saatchi alum, marketing genius) a friend, but a double-honor to have him as a guest on Ponderings from the Perch. Peter’s stories, insights and advice are the result of an illustrious career focused on finding the right answers to the right questions:
I think it’s important for agencies to know their business model: Most don’t. Most don’t really have a business plan. I think it’s important for them to have a marketing plan that makes sense. It’s important for them to figure out what they want to do for a living. I am most impressed by agencies that are willing to become specialists, and there are great advantages to being a specialist.”
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