The Win Without Pitching Manifesto, by Blair Enns, is an inspiring read, especially for creatives that have felt for the longest time that there has to be a better way of engaging with clients and finding creative solutions that were both innovative, successful, and on target. Blair puts into words what most of us likely wash away with a few drinks after hours, accepting the pitch as part of our fate, and scratching our heads at the downward pressure on rates, and the crazy busy work that seems to slowly overtake a profession we love.
I’m working my way through the the eBook ($19) and I’m not nearly through, but I thought I’d give the book an un-sponsored shout out. And for those that might be turned off by the manifesto bit (I usually am so I understand), this is more a rallying cry to yourself to understand your competitive position int he market, whether you’re running the ship, or you’re a deckhand. You need to understand your own unique strengths, give up on trying to be everything, and position yourself in the best competitive position you can.
For those interested, you can read The Win Without Pitching Manifesto online for free.
[UPDATE 08-05-2010] I did manage to finish this book – a rarity for me but also a testament to the quality of thinking. I have only a few comments after finishing. First, I felt that many points could easily be applied to an individuals career as much as a design firm. As a web designer, you’re only as good as your ability to be knowledgeable, insightful and creative. You’re paid a premium based on your ideas, concepts. No one pays a premium for what can be done fast. And if you find that’s what you’re spending most of your time doing…well beware, there software being developed that can do it faster.
Another thing I feel an individual can take from this book is the focus on your portfolio. Your work should inspire. It should make the person want to hire you, not because they think you’re expecting to do this sort of stuff every day (there’s always bread and butter projects) but they want to think that you can. Be very pretentious about your portfolio.
I do have an issue with the doctor-patient analogy often used by high-design evangelists. I didn’t go to school to be a doctor. Design is important. Some design even life-saving important (i.e. the exit sign). But most of us expect that there will be some client interaction, that clients can have good ideas, that in fact a client can be a designer. You’ve been hired more as a guide, an inspiring guide that will lead the way…astonish, amaze, and listen. Doctor’s don’t always listen. Good designers listen. And the design industry will benefit from leaving the doctor comparison behind.
Tags: Business, Creativity, Practice
