ESSAY 001

Ask yourself: Are you even in  THE RIGHT CONVERSATION?

The studios I work with are usually stuck in execution, unable to get to that earlier conversations where budgets are set and allocated. That's the real challenge.

FIRST: THE GUIDANCE TALK
Before there's a brief. You shape what the problem even is. This is where the number comes from.
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SECOND: THE STRATEGIC CONVERSATION
The brief exists, the budget exists. You shape how it's solved. You're choosing within their decision.
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THIRD: THE EXECUTION PLANING
Everything is decided. You're quoting. You're competing on price.