This post is little about running and little about consulting. In fact, I just want to give you a few short messages. I will summarize it right at the beginning. I like running, I like marketing, I like consulting, and I like thoughtful deliverables.
Thoughtful is a luxury today. Why? It’s not enough to think of “thoughtful” once. The “for” in thinking is very important. It means doing repetitions. It is the repetitions that really move us. That’s going back to running a little bit. I run a half marathon every Sunday (exceptions are rare). I found out that I have run it more than 250 times. Repetitions…
It takes great determination and self-discipline to try to thinkhonestly during an ordinary working day. Every ring of the phone, notification reduces our concentration. The pressure of the day’s tasks also doesn’t encourage us to commit to thinking.
Marketing workshops and consultations
My run gives me a regular 100 minute consultation slot, which I give to my clients for free. I’ve done a number of marketing workshops. More often for groups of 10 to 40 people. I have tried to make sure that everyone can take away at least a little information that solves their particular problem. It was quite challenging to accomplish. One-on-one consultations give a completely different space. They are more expensive and more valuable. I do them regularly and a lot. Outputs are often a beacon that sets the direction and a reservoir of ideas for the long term.
Zero to one consultation
While running, I invented a new format for consultations. I have been doing them for several years. However, I only realized that I was doing them on my last run. I called them “zero to one consultations”. If a workshop is the cheapest form of consultation, a one-to-one consultation is the most expensive, a zero-to-one consultation is the most expensive.
How does it work?
First of all – it doesn’t bother my clients at all. They are probably enjoying their Sunday soup at this time. For me, it’s a mental exercise (in addition to the physical). I’m considering a client’s marketing brief. Thoughts go wide. It’s honest brainstorming. I make projections of individual ideas. I replay the whole story in my head. I discard ideas, I select more. If I come across something interesting I start again – repeat. I try to focus on the details and refine it. Cut the diamond.
Summary
In retrospect, I can see that I’ve developed many assignments this way: brand naming, brand archetypes, a key idea for a logo design, a creative insight for an ad spot, a billboard, an online campaign. Of course, I fight for space to think deeply every day. In the future, I’ll definitely think about making space for thinking a solid part of my regular work day – more thoughtfully, using the experience that running has given me.
And a message for you. Try it too! Find your own way. And if you need help with marketing feel free to reach out to me.
