Another Simple Example

I forgot the example I use the most around communications.

My first consulting project transitioning from architecture to business was for a friend’s architecture firm.  I was a 22-year old who thought I knew everything, and he was the president of a 50-person firm that he had been running for 20+ years and had taken over from his father.

His question to me was how could he figure out why he had lost several deals in a row.  I put together a survey and did structured interviews with recent wins, recent losses, and repeat customers.  In the end, the common feedback was around the way the firm presented themselves.  They talked about all the honors they won for their designs.

Interestingly, while some clients liked the idea of getting awards, most clients heard that and immediately translated it into two things: (1) not focused on their needs but on winning awards and (2) increased fees.  I worked with his team to re-frame the firm and how they presented.  We also institutionalized the survey process.

It’s now 15 years later, and he has become a great mentor for me.  They use the process, and he has continued to grow the company and win lots of work.

I was amazed at how one word positioned wrong in a 2-hour presentation was affecting them.