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Esteemed list member Mark gave me permission to share the below, and I'm so happy he did. It's a great example of the "sea change narrative" in action, this time in the context of presenting a proposal to a client. Check it out:
We are a small boutique marketing agency and we had just got our biggest referral. A friend of a friend had put us in contact with a massive client.
They are in luxury travel and their website is the main booking engine and accounts for about a billion dollars in turnover.
We live in South Africa so you can add an extra zero to the end of that number for our local currency.
This project was for a full website rebuild and we were the rank outsiders in a 3 horse race. Hell, we were in the stable still as this job was easily our biggest ever and a factor of 10x higher in value.
I was in charge of the pitch deck and read Andy Raskin's Medium post which you linked to.
I copied it. Blatantly.
I then managed to convince my skeptical team that this was exactly the right time to try something new.
So, when others arrived with mockups and 200-page presentations, we arrived with one slide deck, no visuals, and a 3-page outline.
I’ve attached the deck for you here. Names protected for the innocent ;)
We had an hour.
We led the deck with the sea change, companies that focus on their users win, and then set the stage between winner and losers, and then showed a new way vs old way. We also tied it directly to conversion as we knew that's what ultimately mattered.
They’ve been our client now, since the build, for over 2 years with approximately ten to 12 sprints per year of development.
So it works
Here's the deck Mark mentioned in his message to me: pmc-dropshare.s3-us-west-1.amazonaws.com/Website_RFP-1.pdf
I just love stories like this. They remind us to zig when others zag.
Here are the previous emails about the sea change narrative:
I have a few seats open in positioningacceleratorprogram.com. If you want to get support with specialization or figuring out lead generation in a small group environment, this service is a good fit.