“Developing perspective is like going through puberty,” says business development consultant and The Win Without Pitching Manifesto author Blair Enns. “Be prepared for your voice to change.”
Perspective is the differentiator that will separate you from others in your increasingly-crowded space in this, the era of Google-driven hyper-specialization and content marketing, according to Enns. Being a subject matter expert is no longer enough.
In this session Enns will explain why perspective in writing is just as important as any other art form and he’ll give you the formulae to develop and test yours. Then he’ll explain how to apply it across your subject matter in a way that impacts your positioning, your content and even the way you sell.
The Win Without
Blair Enns is on a mission to change the way creative services are bought and sold the world over. Through his global consulting practice Blair works with principals and personnel of design firms, ad agencies, public relations practices and other creative businesses to help them transform from a high cost, pitch-based business development strategy to one where the firm commands the high ground in the relationship and shapes how its services are bought and sold.
As a speaker and author, Blair endeavors to be the sand in the industry-wide pitch machine, questioning creative firms and clients alike on the sanity of the pitch-based approach. Beyond questioning, however, he offers an alternative way forward for creative businesses, delivering a new set of protocols on how to gain new clients without first parting with ideas or sacrificing respect.
Blair has lectured and consulted across the Americas, Europe and Australia addressing many national and international conferences of design, advertising and public relations. Prior to launching his Win Without Pitching consulting practice in 2001, Blair spent 12 years working in account service and business development roles for some of the world’s largest ad agencies and some of its smallest design firms.
He operates from the remote mountain village of Kaslo, British Columbia, Canada, where he lives with his wife and four children.