Lessons from Mirren: Cheat and Make it Up

How should we tackle new business?

Alex Bogusky recently spoke at the Mirren New Business conference.   The two key points from the videos:

1. Cheat by breaking the rules: smart is being different, not the same
2. Make it up 12 hours before the meeting: new is better than a rehash

Carrying this forward into the education market; here's my thinking.

• Don't focus on generating and selling leads to schools, focus on helping prospects choose one school over another
• Syllabus week is a new way and better way to market master's degrees because this segment researches like crazy

Actually, that last point came to me driving to the CCA conference last week so it is a couple of days old.