The Value-Centric Approach: Focusing on Transformative Outcomes
9-Jun-2024 9:00:00 AM • Written by: Mohamed Hamad
Lately, I've been diving deep into Chris Do's content on YouTube, and I have to say, I'm a big fan. His perspectives on creativity, business and leadership are not only refreshing but also incredibly relevant to the challenges faced by entrepreneurs and small business owners.
In one of his videos discussing sales and marketing with a small group of creative agency owners, he said something that made me sit up straight:
"Money is the measurement for the amount of transformation you create"
This perspective shift really caught my attention because it aligns with how we create value at my agency, Third Wunder. One of the biggest challenges as an agency owner, in an increasingly commodified space, is not just expressing the value of your work, but the transformative impact it has on our clients' business.
Money is a scorecard of how much you're able to create value.
- Chris Do
Creativity Leads to Business Transformation
People often misunderstand creativity or underestimate its impact on business. Many think creativity only exists in the artistic realm, imagining creatives as eccentric and quirky, with flashes of inspiration in the middle of the night. They believe constraints hinder creativity or that experience stifles new ideas. And there are countless philosophical discussions about what creativity truly is.
For a business, creativity is the cornerstone of innovation—the development of ideas into reality and the experience to deliver them effectively.
"Creativity is not the finding of a thing, but the making something out of it after it is found."
- James Russell Lowell
To effectively contribute to business transformation through creativity, you need to understand your client's broader business context, how your work impacts their overall business goals, and communicate that impact clearly to them.
It's your creativity, experience and track record of delivering project that will lead to positive change and impact on your clients business.
Reframing Money as a Measurement Tool
Coming back to Chris Do's quote, his perspective on money is a significant mind-shift. By viewing money as a scorecard for the value we create through creativity, we can focus on the transformational impact on the clients business rather than just the tangible deliverable.
This idea encourages us to focus on solving significant problems and creating meaningful change. The more value we create, the more money we earn as a natural consequence.
Shifting the focus on long-term outcome
In negotiations, this means moving the conversation from merely discussing costs and prices to emphasizing the value and transformation the project will bring.
For example, when negotiating a marketing campaign, instead of justifying the budget based on costs, highlight how the campaign will enhance brand visibility, drive customer engagement, and ultimately contribute to revenue growth.
Selling the Bigger Picture
When pitching projects, clients often frame the conversation around budgets and deliverables, treating the process as if they're customizing products where items and features can be adjusted to fit their budget. Like toppings on a pizza, or extra pickles on a sandwich, they might say, "We don't need this," or "We've already done that, so it can be removed from the scope of work."
Clients often focus on the tangible deliverables and outcomes: "At the end of six months, what do I get from my investment? What is the output for my financial input?" They're usually pressured by budget constraints, time limitations, board approvals, or higher management expectations.
As someone selling a project, the art of refocusing the conversation beyond the line items in your pricing table to the bigger picture value is a hard-earned skill. If the conversation centers around price, you've already lost the battle.
When negotiating, the focus should be on how the project can transform the business and create lasting, long-term value rather than just the monetary aspects.
Final Thoughts
At Third Wunder, I've been working with a non-profit organization for the last 4 years, who truly see the value in the work we do. This was not always the case though. Our first mandate with them was to rebrand the organization and restructure their marketing framework for scalable and sustainable growth.
We had no shortage of detractors and team members that really couldn't see the forrest from the trees. They were a cash-strapped non-profit that had to account for every penny spent. With one stakeholder always pushing back on our strategies.
We recently launched our latest community project with them, where we invited all their constituents, politicians and partner organizations at a venue in the Old Port of Montreal. It was a great success, with the crowd excited about the project's potential.
As we prepared for the venue for the guests, the stakeholder who was persistently pushing back took me aside, and said and i'm paraphrasing here:
"You've worked our organization, and really taken us to another level. From how we present ourselves, to how we work internally, you've done a great job making us better at what we do."
It was a proud moment for my team and me, reinforcing our belief that through our experience and creativity, we can be agents of change and transformation, creating value that extends beyond our agency.
Ready to transform your business outcomes by focusing on value creation?
Mohamed Hamad
Mohamed Hamad is the founder of Third Wunder, a Montreal-based digital marketing agency, with 15 years of experience in web development, digital marketing, and entrepreneurship. Through his blog, The Scratchpad, he shares insights on digital marketing and design trends, and the lessons learned from his entrepreneurial journey, aiming to inspire and educate fellow professionals and enthusiasts alike.