Around 6 years ago, we decided to throw away our commercial strategy and start again! We were a very successful executive search business but realised that not all our clients made us jump out of bed on a cold wet Monday morning. We had developed a marketing strategy that was keeping our team inundated with new customer enquiries but, the reality was, many (not all) of these companies wanted our level of service and the solution we provided but didn't want to pay for it.
Looking back I sometimes think I must have been mad but I couldn't be happier or prouder of our client portfolio today and so, I guess, we must have made the right decisions!
The right decision was to identify what an aspirational client looked like and then put a new marketing strategy behind it. In simple terms, we wanted to work with companies who have a strong purpose, strong core values, love working collaboratively, treat their employees well and lap up all of the value our research/ marketing intelligence-led service offers.
One additional rule is that when a client's name displays on our mobile, we look forward to answering it!!#
Anyway, I can't tell you how amazing our decision feels now. Go on, be brave...
When Johnson & Johnson’s CEO codified the company’s principles into a credo in 1943, corporate value statements were a novelty. Today they are ubiquitous among large corporations. In our study of nearly 700 large companies, we found that more than 80% published an official set of corporate values on their website.1 Senior leaders, in particular, love to talk about their company culture. Over the past three decades, more than three-quarters of CEOs interviewed in a major business magazine discussed their company’s culture or core values — even when not specifically asked about it.2