Okay, this one is a little weird.
While going through some of my old notebooks at the weekend, I rediscovered this list. It’s a series of points I put together back in 1998, to help guide the development of my (then) fledgling business. The list had things added and removed from it over the years, but these raw, original points were extremely useful to me. So I thought I’d share them with you.
In no particular order
- Marketing is already full of robots in suits, so work like an artist. Make your work your signature. Think Warhol, Basquiat and Haring.
- Eagerly seek out demanding clients, who need you to be at your absolute, creative best. They force you to stretch and improve.
- Do something every day to earn the reputation you want. People need clues.
- Avoid energy vampires.
- Focus on being as useful as possible.
- Love the marketplace you serve. Especially those who are the hardest to love. They need it the most.
- Keep learning. You can’t share what you don’t already know.
- Let your work be your megaphone, your networking and your primary source of recommendations.
- Set deadlines. Tell the client what to expect, when to expect it and then deliver as promised.
- Don’t borrow money. If you do, make sure it’s not for a depreciating asset.
- Focus on creative ways to produce amazing results.
- Do something every day to help those less fortunate than yourself.
- Try and connect good people to other good people.
- Learn from the success and failures of others.
- When you think it’s correct, have the courage to take a different path from everyone else.
- Eagerly look for the tricky kind of projects that others run away from. It’s the most rewarding work.
- When work starts to become boring, stop. Identify the problem. Then fall back in love with the service of others.
I hope you found that useful.