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who is your typical client?

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My typical client is a small to mid-size company.

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I love to work with companies that have products

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because I really, really, I have the most experience

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because I also have an e-commerce company.

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So I can give them real life examples from our company

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and can show everything that I did for us

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without breaking any NDAs.

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So that's the easiest thing for me.

10
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But actually I have one rule.

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What the company does has to be exciting for me.

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And that bar is really, really low.

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But it has to be.

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There were some instances where I was just,

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sorry, I just don't feel it.

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Like this is so far away from me.

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I can't force this excitement on myself

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and then it won't be a good fit.

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But that's a sweet spot.

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I'm sorry, sorry.

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Do you typically do just a consult first

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just to see if that excitement is there?

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I think with me, if it's not there,

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in five minutes, there's a sign that,

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okay, this is not a good fit.

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Because again, this relationship with your consultant

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and part of it is very intense leadership coaching.

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Then it's me being very critical about the company

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and how it does things.

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And then me suggesting very wild and weird ideas.

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It's all based on trust.

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So if the trust is not there,

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it will never work.

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So that's also my answer to why I'm doing it.

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Like just under my name.

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But typically a company,

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good symptoms that I see where companies feel like

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that they need help,

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it's usually always the marketing.

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Like they don't like something about their marketing.

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They feel like it's getting more expensive

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without having great results.

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They just don't understand like why they even

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has a marketing agency working for them.

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And I chose companies who work with marketing agencies

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because big part of what I do is working with the team.

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So I don't wanna criticize someone on the team.

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So it's, and also I see the model,

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how the whole agency world is set up.

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It's a small miracle if it works out really well.

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So that is one of the most common symptoms

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that people ask me about.

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The other one being just not being the customer favorite.

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Not being loved by customers,

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which doesn't mean that the company is not successful,

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but it's not so distinct.

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And the people aren't super fans.

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They're just consumers.

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And then the third one is something

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with the people inside the team.

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There's some tension, some troubles.

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And sometimes they just think that it's an HR problem,

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but sometimes it turns out that the problem is way bigger

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and it's about the lack of the brand being exciting

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for the people working in the business

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or even the owners.

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So those are the three typical starting points.