It’s an idea and a popular talk-point that has been around
for a long while. It’s over discussed, yet under practiced. It’s well known,
yet elusive. Easy to understand, yet difficult to achieve.
When we think of moving from Good to Great, we first think
of ourselves: how can we enhance our skills, our capabilities, or our
knowledge? How can we get so good that suddenly we’ve achieved greatness?
The fact is… this is all very subjective. The meter of
greatness is unique to our perspective. What I think is great, you might find terrible.
And what is sub-par for me, could be the very best in your opinion. So, the
notion of Good to Great is definable from your unique perspective.
But the idea of growth in business is more clearly and
universally defined, particularly in terms of capital growth. If your business
is making more money each year and your brand is becoming more recognizable in
the market…you are moving in the right direction. This also applies to your
client relationships and that is the subject we’ll look at here: How can we
take our clients from good clients to great clients?
The answer is similar: if you are bringing financial growth
to your client… you are moving in the right direction. That means not only
providing quality and performance in the solutions you provide, but to also
understand that client and their world to the degree that you can now
anticipate their needs. To build trust in that relationship to a level that
exceeds your list of known capabilities. To have a client say, “I need something
that’s never been done before and I know just who to ask.” Even better, to have
a client’s trust so strong that a single request organically expands into a
fully integrated campaign. In Marketing Communications, that’s moving from Good
to Awesome.
Moving a client from Good to Great…or even Awesome, doesn’t
mean just delivering something good over and over again. The drive to “Great”
means exceeding an expectation and delivering another cliché business phrase...
a “wow moment”. That moment doesn’t necessarily have to be a creative genius
design. It could be a strategy that connects one need to three other needs. It
could be an idea that expands one success into several successes. In our world
of Media Communications, this could mean expanding a print piece into a website
or video. It could be a small, well executed deliverable like a logo design
that grows into a brand story that then blooms into a brand experience.
How do we do it? Some may say it’s a gift. We say, listen to
your client. Understand their challenges, their industry, and their audience, then
tap into your creative gift and take them… and yourself…from Good to Great.
Bob Pascarella is the
Creative Director at Fenway Group and a keen observer of humanity and business strategy.
