I love having the illustration to help explain this. It is so simple but gets the point across immediately! Ahh the power of visual communication :) Thanks!
Just had a run in like this with a client yesterday. They noticed the pricing was different from the estimate that I gave for logo design. From the conversation we had prior, they expressed how they needed strategy, until they saw the price lol. I showed them the option that doesn’t involve strategy and my client instantly knew that wasn’t the best option for their brand
This makes total sense. An architect is paid differently from the builder. Sometimes(though very rare) the architect is the builder. But most of the time an architect is paid on a completely different value proposition than the person(s) who actually build the home/building.
Great example... being an architect myself, I can tell you that the trick is how to market yourself when just starting your carreer. Usually the builder gets paid more than the architect.
just started interning at a firm 2 days ago, and I was able to get a deal with them to move from writing boring contents straight to in house identity design so I have been thinking strategically to get the most out of it and your video adds more insights into it so thanks!
I have been a communications strategist in an advertising agency, and this definitely has inspired me to find a good creative partner in monetizing a more packaged and positioned design/communications independents!
This is fantastic! This has brought me so much clarity about the type of customer that I am! I’m so selective about who I invest in because I’m not looking for execution/commodity outcome. I’m seeking co-creators who have the patience, creativity, insight and expertise to strategize with me BEFORE delivering the product. The strategy is where the passion and point of differentiation between various competing companies comes in!! THANK YOU FOR THIS WISDOM!
Great episode! Creatives should invest around 60% of their time in learning how to strategize and approach brands. Good-looking brands are everywhere, BUT strategic brands are SCARCE! Learn how to create scarce brands through strategy.
This was great! I have fallen into the trap of offering my thoughts and ideas for free, it’s been really frustrating not knowing how I can transition to charge for my expertise. This has given me a lot to think about. 🙏
Very impressive!! The way in which you would productize your service and separate your strategy and effort. The confidence you put to the execution of your work will determine the respect and confidence of your client. No need for marketing after that...
"The quality of the work is already better than it has to be." Erggs. Yes, yes it is. So glad that my biz relaunch this year was as a thinker instead of a doer. Not that there's been any work yet, but when there is, at least I'll get paid for my decades of experience and get to do the parts I love instead of the sweaty grunting. (Which I love, too, just a little less.)
*My exact business model. No one gets execution without strategy first.* This is a great video and the graphics help to connect and paint the picture. I would have to disagree with one point in this video, however, and that is that the price for execution is a race to the bottom, and the only way to be paid is via the strategy on the front-end. It IS that way if you have not found your unique value proposition for the execution stage, but that is also why the strategy is so important. In the strategy session(s), you can educate and pre-sell your solutions _(services)._ You can show why YOUR solution _(your execution of strategy)_ is uniquely different than the rest. Simply put, if you just sell your service then you are in competition with other executioners and it is a commodity, a race to the bottom. BUT if you sell the end result of what the service will bring _(the ROI as it relates directly with the client. Keep in mind each client is different so you will have to be great at listening and pivoting your offering to show how it uniquely solves the client's biggest pain points and problems)_ and have a great process, have built a great reputation (brand) then all of that is adding to the additional value of execution for the client, and to your bank account at the end of the day. _Remember:_ *McDonalds* don't sell burgers they sell a feeling that comes from an experience that is uniquely connected to their brand and process. *Nike* don't sell sports wear, they sell a feeling that comes from an experience that is uniquely connected to their brand and process. *Apple* don't sell tech products, they sell a feeling that comes from an experience that is uniquely connected to their brand and process. --- NEW VIDEOS COMING SOON! Subscribe to ---> WISE SERPENT Music | Art | Wisdom
Oh the wisdoms you bring senpai. Selling strategy first and make it all about that...God that made so much sense i almost had a facepalm moment not realizing it myself.
this is what i have been looking for i'm blessed with a well of ideas and innovation when it comes to strategy. solutions are tangible. easier to sell.
Quite interesting ! Clever metaphor that leads to a simple question : how, literally, do you *CLOSE* that execution room door ? I think this is the main point here. How do close that door ? Is it by Process ? Is it by the way you onboard the client ? Is it by the way you market yourself (or your agency) ? Do you get my point here ?
What I understand is that I want to value your time, effort and information given before going right into the execution. If I don't price my strategy and the client does not go into execution that would be a waste of time, right? What if I ask for example $1000,- and promise a refund of $500,- only if the client agrees to work with me on execution. I would say that would be good deal for both the client and yourself. At least have this as an option if a possible client does not want to pay the full $1000,-. (You can always increase the execution price with $500,-) What do you think?
@@stephh_nz I think you are right. I guess if someone is not willing to spend money on your strategy that person is not serious OR you need to level up your closingskills.
Being 16, I don't get to gain the experience in the thinking part to any extent I'd be interested in. No matter how much I study the topic or how many relevant books I read to expand my knowledge in pursuit of making myself useful in that regard (admittedly I've been recently slacking on that recently and wouldn't overvalue myself but I think that age is a huge point of mistreatment or mistrust regardless). It feels like most people wouldn't trust me with a decision on what they're going to eat for their next lunch, let alone a design decision or god forbid, input to strategy.
you have to create a measurable end result , your thinking only has value if it can do that , but rarely is that the case with designers because they learn the basics of strategy and either one never actually do it or two do it and not actually get any results for the business owner. And no results aren’t deliverables , make that distinction very clear , deliverables and marketing assets can lead to results but are not results themselves
I probably understood half of what was going on. I need more how than what. Also, isn't charging for the thinking going against the 'give a little free' funnel model? How do you get your client to trust you?
Also: How to learn strategy? I'm on the edge right now of studying visual communications or marketing, because marketing is more on the strategy side witch is closer to problem solving. PS: I already have basic knowledge on both sides
Great so now we'll have an industry full of "Thinkers" giving strategy that most of them can't execute themselves and charging 10x more. I'm in for 30% Strategy and 70% Execution and the result has thankfully always been more than expected. Still great advice and love the interview as always from The Future!
Yeah , nowadays a lot of ppl says they are an expert or a coach , but coaching is their only business , so how do client know that the coach actually able to execute and not just BS ing or the thinking is executeable... its a question, not an accusation 😀
Is there a time when it would be beneficial to give away creative? I had a conversation with another creator lately about this. If you sell the creative, can you use it again for another client? Does the client own it? If you give away creative, can't you use it for other clients and increase production?
Ask about the audience and what you're trting to convince that audience of. The price points and the competition. Growing awaremess and conversions. Don't just ask about logos and colors.
It's ironic that he says, "none of us got any education on the thinking from the school; it was all around the execution." I say it's ironic because the schools themselves only sell strategy without any execution and charge a premium for it, but the strategy that they teach is how to charge for execution.
But really, how do you sell your thinking. Like your own a call with them, u say, okay i think there's a better way to do this, And they say, okay how? So then what? Do u say, "okay so how bout we go on a 1-hour stratergy call w me @ $1000 , how bout that." Is it like that?
Thinking like a customer, that doesn't exactly make me trust the process. I'd feel like this was a scam. I'd push for more before I let go of my money.
But in most strategy firms, people expect you to do the work for them...implement stuff rather than actually thinking....most of the times people are told "Don't think you'll spend all your days advising clients and CXOs"
@@thefutur Yup, 100% ...That is their business..but more often I think what happens is that when the consultants go to the client location, the clients say, "don't just tell me what to do, make it happen"...so the consultants end up making the plans and then implementing all of them as well..so twice the work. ...I've often heard veterans telling aspiring consultants or "New Blood"...."Don't think you'll sit in an AC room, sipping on coffee and advising CXOs...you'll have to get your hands dirty too, be prepared to do that."
I think you're confusing definitions: Strategy (thinking) drives to Validation (of the thinking). Execution should be implied. Even if you consider it important, must be "Fast Execution" From Startuper point of view.
![Blox Fruits Dragon Rework Update [Full Stream]](http://i.ytimg.com/vi/EqDAp8udhm0/mqdefault.jpg)
Well... I just had about 3 aha-moments! Time to implement.
...me too!
Can I ask what were your three? I'm still wrapping my head around it.
"Nobody cares too much about the font except you" that hit me hard 😂
Lol!
@@VincitDesignCo Haha this hit me hard
That's so true 🤣🤣
Yes and no, regular people don't obsess over fonts, but they do notice when it's not appropriate.
I love having the illustration to help explain this. It is so simple but gets the point across immediately! Ahh the power of visual communication :) Thanks!
wowowowowwwww I do it all the time for free! give a free strategy for my client. Now I going to change that! thank you!!!!
Just had a run in like this with a client yesterday. They noticed the pricing was different from the estimate that I gave for logo design. From the conversation we had prior, they expressed how they needed strategy, until they saw the price lol. I showed them the option that doesn’t involve strategy and my client instantly knew that wasn’t the best option for their brand
This makes total sense. An architect is paid differently from the builder. Sometimes(though very rare) the architect is the builder. But most of the time an architect is paid on a completely different value proposition than the person(s) who actually build the home/building.
Great example... being an architect myself, I can tell you that the trick is how to market yourself when just starting your carreer. Usually the builder gets paid more than the architect.
@@hugotrevino2565 sadly not the cases in 3rd world country
just started interning at a firm 2 days ago, and I was able to get a deal with them to move from writing boring contents straight to in house identity design so I have been thinking strategically to get the most out of it and your video adds more insights into it so thanks!
content and insight
I have been a communications strategist in an advertising agency, and this definitely has inspired me to find a good creative partner in monetizing a more packaged and positioned design/communications independents!
This is fantastic! This has brought me so much clarity about the type of customer that I am! I’m so selective about who I invest in because I’m not looking for execution/commodity outcome. I’m seeking co-creators who have the patience, creativity, insight and expertise to strategize with me BEFORE delivering the product. The strategy is where the passion and point of differentiation between various competing companies comes in!! THANK YOU FOR THIS WISDOM!
Great episode! Creatives should invest around 60% of their time in learning how to strategize and approach brands. Good-looking brands are everywhere, BUT strategic brands are SCARCE! Learn how to create scarce brands through strategy.
This is great. I’ve never really looked at my professional relationships this way 🤔 I have plenty of room to improve!
Such a simple, basic, but unavoidably valuable to understand. Thanks for creating this conversation.
Pure f**ng gold. We are not designers, we are consultants
This was great! I have fallen into the trap of offering my thoughts and ideas for free, it’s been really frustrating not knowing how I can transition to charge for my expertise. This has given me a lot to think about. 🙏
Very impressive!! The way in which you would productize your service and separate your strategy and effort.
The confidence you put to the execution of your work will determine the respect and confidence of your client. No need for marketing after that...
All I can say is... yes! I love this conversation. It’s so important to grasp. Thank you 🙏🏾
"The quality of the work is already better than it has to be." Erggs. Yes, yes it is.
So glad that my biz relaunch this year was as a thinker instead of a doer. Not that there's been any work yet, but when there is, at least I'll get paid for my decades of experience and get to do the parts I love instead of the sweaty grunting. (Which I love, too, just a little less.)
Chris- this video is sooo valuable. I mean I had to figure this out the hard way over a long career and your videos just hand these gems out.
It is very much valuable when you, Chris, ask more questions and dig deeper - thank you 💎
You got it!
I'm also impressed by the incredible questions chris does, huge value and huge empathy
Content we don't usually see around. Thank you Chris x
In my heart, this has millions of views. Absolutely awesome straight forward game changing logic.
*My exact business model. No one gets execution without strategy first.* This is a great video and the graphics help to connect and paint the picture.
I would have to disagree with one point in this video, however, and that is that the price for execution is a race to the bottom, and the only way to be paid is via the strategy on the front-end.
It IS that way if you have not found your unique value proposition for the execution stage, but that is also why the strategy is so important. In the strategy session(s), you can educate and pre-sell your solutions _(services)._ You can show why YOUR solution _(your execution of strategy)_ is uniquely different than the rest.
Simply put, if you just sell your service then you are in competition with other executioners and it is a commodity, a race to the bottom.
BUT if you sell the end result of what the service will bring _(the ROI as it relates directly with the client. Keep in mind each client is different so you will have to be great at listening and pivoting your offering to show how it uniquely solves the client's biggest pain points and problems)_ and have a great process, have built a great reputation (brand) then all of that is adding to the additional value of execution for the client, and to your bank account at the end of the day.
_Remember:_
*McDonalds* don't sell burgers they sell a feeling that comes from an experience that is uniquely connected to their brand and process.
*Nike* don't sell sports wear, they sell a feeling that comes from an experience that is uniquely connected to their brand and process.
*Apple* don't sell tech products, they sell a feeling that comes from an experience that is uniquely connected to their brand and process.
---
NEW VIDEOS COMING SOON!
Subscribe to --->
WISE SERPENT
Music | Art | Wisdom
Oh the wisdoms you bring senpai. Selling strategy first and make it all about that...God that made so much sense i almost had a facepalm moment not realizing it myself.
I would love to get paid for my capability of strategic thinking 😍
"People are better than they think, they are not just used to it"
Great thanks for sharing this Sir.
this is what i have been looking for i'm blessed with a well of ideas and innovation when it comes to strategy. solutions are tangible. easier to sell.
Quite interesting ! Clever metaphor that leads to a simple question : how, literally, do you *CLOSE* that execution room door ? I think this is the main point here. How do close that door ? Is it by Process ? Is it by the way you onboard the client ? Is it by the way you market yourself (or your agency) ? Do you get my point here ?
So true! Time to build that wall!
Lifer changing wisdom there. A lot to improve on my skills.
Thank u so much for this. You guys are amazing. Abrazos desde 🇨🇺
Chris!! Y'all are giving away the GOODS!! Bless y'all for bringing this kind of value. I don't think people understand.
We leave the gold. But people got to show up.
This video is gold!
Wow! This just blew my mind on the way that I execute things I my business. 👏👏👏👏👏👏👏👏
Boom!
Just...wow! Thank you for providing value in my life!
What I understand is that I want to value your time, effort and information given before going right into the execution. If I don't price my strategy and the client does not go into execution that would be a waste of time, right? What if I ask for example $1000,- and promise a refund of $500,- only if the client agrees to work with me on execution. I would say that would be good deal for both the client and yourself. At least have this as an option if a possible client does not want to pay the full $1000,-. (You can always increase the execution price with $500,-)
What do you think?
Crypto Wes I think offering a refund is a dangerous idea, it totally discredits your abilities and the value of what you offer!
@@stephh_nz I think you are right. I guess if someone is not willing to spend money on your strategy that person is not serious OR you need to level up your closingskills.
This is great. But I would really love if y’all could do a role-play on how to sell your thinking.
David doesn't sell. his prices are set on his website. you either book or you don't.
So profound. Love it.
Thank you. This bit from that interview came in the right timing. =)
Strategy, here I come!
Glad it was helpful!
priceless exchanges fellows, also just bought David C. Baker's book
Brilliant insights!! Thank you :)
Man this one was so good.
Both of you are Awesome, love this so much. I think a lot of client side will hate this now.😀, but latter on they will thank you.
Perfectly executed hat synchronicity fellas!
wow..mindblown and this is my pain point.
Great channel.
This is amazing!!!!!!!
Being 16, I don't get to gain the experience in the thinking part to any extent I'd be interested in. No matter how much I study the topic or how many relevant books I read to expand my knowledge in pursuit of making myself useful in that regard (admittedly I've been recently slacking on that recently and wouldn't overvalue myself but I think that age is a huge point of mistreatment or mistrust regardless). It feels like most people wouldn't trust me with a decision on what they're going to eat for their next lunch, let alone a design decision or god forbid, input to strategy.
people often equate youth with inexperience. that is a bias.
you have to create a measurable end result , your thinking only has value if it can do that , but rarely is that the case with designers because they learn the basics of strategy and either one never actually do it or two do it and not actually get any results for the business owner. And no results aren’t deliverables , make that distinction very clear , deliverables and marketing assets can lead to results but are not results themselves
This is awesome! I used to give away my thinking a ton!
This is Gold 🏅
Wow, this was crazy informative. Thank you
Glad you enjoyed it!
Amazing!! Thank you The future! I have been giving away my strategies. Its true any one can execute once they have got the strategy to do.
Fantastic! Thank You!
You’re very welcome
Thanks for sharing
Surprised to see only 27k views on such meaningful content.
people don't want to think maybe?
I probably understood half of what was going on. I need more how than what. Also, isn't charging for the thinking going against the 'give a little free' funnel model? How do you get your client to trust you?
It just worked for me😊
Are there some books that discuss this?
Also: How to learn strategy? I'm on the edge right now of studying visual communications or marketing, because marketing is more on the strategy side witch is closer to problem solving.
PS: I already have basic knowledge on both sides
It just comes with practice, reading and studying million case studies can help, but you really need to start solving problems on a different scales.
In other words, we are getting paid for consultation.
Good day, please can I use your content on my socials and credit you, creatives in this part of the world need to you. Thanks in advance.
Great so now we'll have an industry full of "Thinkers" giving strategy that most of them can't execute themselves and charging 10x more.
I'm in for 30% Strategy and 70% Execution and the result has thankfully always been more than expected.
Still great advice and love the interview as always from The Future!
Yeah , nowadays a lot of ppl says they are an expert or a coach , but coaching is their only business , so how do client know that the coach actually able to execute and not just BS ing or the thinking is executeable... its a question, not an accusation 😀
Is there a time when it would be beneficial to give away creative? I had a conversation with another creator lately about this. If you sell the creative, can you use it again for another client? Does the client own it? If you give away creative, can't you use it for other clients and increase production?
Creatives give away their ideas for free all the time.
Fantastic
I had to learn this the hard way but yes, i charge for thinking
Why I started charging for meetings with new clients.
Offer execution and you're offering features and being payed accordingly, offer strategy and you're offering solutions and being payed accordingly.
Ask about the audience and what you're trting to convince that audience of. The price points and the competition.
Growing awaremess and conversions. Don't just ask about logos and colors.
Any thought of inviting Bosslogic in the show? he's very talented digital artist
Don’t have a connection.
It's ironic that he says, "none of us got any education on the thinking from the school; it was all around the execution."
I say it's ironic because the schools themselves only sell strategy without any execution and charge a premium for it, but the strategy that they teach is how to charge for execution.
How can I close that door it they don't even want the strategy? 😣
Then you have to reposition yourself not as an order taker. It's hard to do with current client/employee.
Is it okay to feel that you are much better at strategy than at execution? And is it acceptable to outsource the execution part? #askingforafriend
Peter Nankivell It´s definitely ok. You can hire people who do it better than you, charge higher prices and pay them. You’d still get paid to think.
Great video but the back sound is really annoying for me..
But really, how do you sell your thinking. Like your own a call with them, u say, okay i think there's a better way to do this,
And they say, okay how?
So then what?
Do u say, "okay so how bout we go on a 1-hour stratergy call w me @ $1000 , how bout that."
Is it like that?
Thinking like a customer, that doesn't exactly make me trust the process. I'd feel like this was a scam. I'd push for more before I let go of my money.
Treat it like a product, i did this method for months..on the package or quotation put a price on 'creative ideas', storyboard, short script..etc
I mean this is actually a great way to earn....
But in most strategy firms, people expect you to do the work for them...implement stuff rather than actually thinking....most of the times people are told "Don't think you'll spend all your days advising clients and CXOs"
I don’t think this is true. Most management consultancies don’t actually make anything. They advise and offer plans.
@@thefutur Yup, 100% ...That is their business..but more often I think what happens is that when the consultants go to the client location, the clients say, "don't just tell me what to do, make it happen"...so the consultants end up making the plans and then implementing all of them as well..so twice the work. ...I've often heard veterans telling aspiring consultants or "New Blood"...."Don't think you'll sit in an AC room, sipping on coffee and advising CXOs...you'll have to get your hands dirty too, be prepared to do that."
@@thefutur Very true
I think you're confusing definitions: Strategy (thinking) drives to Validation (of the thinking). Execution should be implied. Even if you consider it important, must be "Fast Execution" From Startuper point of view.
third!
oh my god lmao when i read DAVID C... i thought why is my name on youtube hahahah
who is David C that you were thinking?
first comment 😂
whaaat :O