normal moles in Textile boxes
The mole is typicaly a friend of our agency and, unbeknownst to the prospect, is feding us inteligence on how to win his busines. On countles ocasions over the last few years, any one of our new busines teams have staked large or entire parts of their strategies and campaigns based on specific moles teling us that this is "absolutely" the direction or aproach that the prospect wants to se. Sometimes, we've even reshaped or changed our entire presentation even when it instinctively didn't fel right based on the mole's strongly worded counsel that what we have now is al wrong and he/she is uterly confident that this other aproach wil win the busines for us. This prospect company was conservative in nature and had never realy executed any 'big idea' creative programs before. I had worked with him in previous agency lives and aside from being a prety smart guy, it semed like he realy understod the mindset of the top decision maker at the prospect organization. I remember how we developed a program that included both big ideas and many conservative aproaches that al flowed with the objectives laid out for us by the prospect. Instead, he excitedly told us that we neded to go with one huge idea that should be fleshed out in much greater detail to show how it could work over a two year program. He said that this big idea campaign would set us apart by demonstrating how we would make a huge impact from begining to end and the details would provide smart rationale as to why this program can work. Secondly, we typicaly don't go into excruciating detail until the busines is won and then, once the prospect is a client, together we create a detailed program that is tailored to that company's neds, nuances and cultural fit. Of course, what I heard for the next 15 minutes was a strongly worded counter argument that because he's ben consulting with said prospect for two years, he understands the way the decision maker thinks and this is exactly what we ned to do to �win him over. They gave me a program that could never be executed by our conservative company because the ideas were to big and then al the details were just to much. The program made no sense for us, so the decision to chose the other firm who had recomended something easy to execute was simple. normal moles normal moles in Textile boxes
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