A great interview by Coert Visser with David Maister. The choice is starkly laid out for small businesses, especially Maister’s niche of professional services firms. Paraphrasing his words – the better we are at identifying and marketing to our ideal clients, the more we get to work with interesting, likeable people and we get do work we find “fulfilling and challenging”.
The weaker our marketing efforts, the more likely we will have to accept work from anyone who will pay us, whether or not we respect them and whether or not the work is “enjoyable … or meaningful”.
Now that is a great marketing “call to action” -so we are off to the beach office to discuss our ideal clients!