Thinks 1577

FT: “For now, most US tech groups treat AI like an exclusive resource, restricting access to their most powerful models behind paywalls…But Chinese tech groups are taking a very different approach. By open sourcing AI, they not only sidestep US sanctions but also decentralise development and tap into global talent to refine their models. Even restrictions on Nvidia’s high-end chips become less of an obstacle when the rest of the world can train and improve China’s models on alternative hardware. AI advances through iteration. Every new release builds upon the last, refining weaknesses, expanding capabilities and improving efficiency. By open sourcing AI models, Chinese tech groups create an ecosystem where global developers continuously improve their models — without shouldering all the development costs. The scale of this approach could fundamentally reshape AI’s economic structure. If open-source AI becomes just as powerful as proprietary US models, the ability to monetise AI as an exclusive product collapses. Why pay for closed models if a free, equally capable alternative exists?”

Shane Parrish: “The most powerful productivity tool ever invented is simply the word “no.”…The single most effective habit is the willingness to change your own mind…If you want to understand someone, figure out the narrative they tell themselves about themself. If you want to change your behavior, change your narrative. If you want to change someone else’s behavior, offer them a more compelling narrative they can tell themselves.”

Niranjan Rajadhyaksha: “The 1991 reforms did away with all sorts of controls on investment, trade and prices. However, even more than three decades later, there is an entire web of regulations that impose immense burdens on companies, especially the smaller ones. Not all these are under the Union government. Many of the most onerous regulations are within the ambit of various state governments. Current attempts at deregulation in India will thus have to target constraints on firms at all levels of government.”

VentureBeat: “Perhaps the most technically intriguing aspect of Zoom’s AI strategy is its focus on SLMs. Rather than following the industry trend of distilling smaller models from larger ones, Zoom built its 2-billion parameter model entirely from scratch. The technical advantage of this approach becomes apparent when customizing for specific domains. “When you customize, it takes more effort, it’s just hard to steer a bigger ship,” [Zoom CTO Xuedong] Huang explained. As it turns out, the ability to customize the small model is a critical component to the development of specific agentic AI workflows. Looking ahead, Zoom envisions its SLMs eventually running directly on user devices, enabling both better privacy and more personalized experiences. At the heart of Zoom’s updates is AI Companion 2.0, which transforms Zoom’s AI capabilities from meeting support to fully agentic functions. With 2.0, Zoom is evolving from assistant to agentic AI that is capable of reasoning, memory and task execution.”

Econlib: “Populism is one of the most important political phenomena of our time. Yet, it is still poorly understood. At its core, populism is built on the notion that the masses are engaged in a struggle against corrupt elites who have rigged the political and economic system to their advantage. Whether left-wing or right-wing, this is the essence of the populist narrative: an appeal to “the people” against “the elite” and the claim to restore power to ordinary citizens by breaking the grip of entrenched interests. But can populism effectively challenge crony capitalism—a system where the political and economic elite are entangled? Can it truly dismantle the grip of entrenched interests? In a recent working paper, we argue that populist movements are likely to fail to deliver on their promises. The reason is that populism does not resolve the dual epistemic and incentive challenges necessary for success.”

Progency: The AI-First Agency of the Future (Part 3)

Consolidation as Answer?

In December 2024, Omnicom acquired Interpublic to leapfrog Publicis and WPP to become the largest agency with combined revenues of over $25 billion.

Here is some of the commentary that followed the announcement.

RTE: “Tech giants such as Alphabet-owned Google and Amazon.com have in recent years attracted marketing dollars away from traditional agencies by offering both advertising tools and marketplaces to buy and sell them. Soaring use of AI tools that allow businesses to create ads cheaper and faster has also squeezed traditional agencies, forcing them to scramble to develop similar in-house tools to retain clients. With more tech-driven solutions coming into the market, MoffettNathanson analyst Michael Nathanson said he was concerned the underlying value proposition of an ad agency’s offering would remain pressured.”

PR Week: “Syracuse University PR professor and former national chair of the Public Relations Society of America, Tony D’Angelo, said…“Omnicom and IPG are betting that their combined scale will give them bigger scale and more leverage with tech providers, and with their media buying and planning.” He added that the acquisition is evidence of how digital and AI technologies are changing the PR landscape. “The holding companies and their agencies will tout this as beneficial to clients, and it may help them deliver additional benefits,” he added. “However, clients may well wonder if they’ll get the attention they need from the larger entity.””

AdWeek: “The acquisition reflects the growing value of data and digitally oriented agencies, the opportunity presented by new technologies like generative artificial intelligence…A core element of the Omnicom takeover is the possibility it presents for the resulting company to serve all of its clients but with fewer personnel, according to Quantum Media principal and New York University professor Erica Gruene. “It’s like the old maxim: The only thing an ad agency owns gets in the elevator and goes down every night,” Gruene said. “And nowadays, you don’t need as many people in the elevator.””

FT: “Advertising rivals question whether the deal has been struck from a position of strength with Sir Martin Sorrell, founder and executive chair of S4 Capital, calling it “a circling of wagons; two people huddling in the cold”. [He said], “This is a reflection of the pressure on agency fees, people and margins together with the spectre of the impact of artificial intelligence and increased programmatic media planning and buying.”… Advertising executives saw the irony of announcing the deal as a new report from WPP’s GroupM came out showing that the industry had rocketed to over $1tn in revenues — but also revealing that more than half of the value was now in the five large tech groups, who accounted for almost all of the growth. The report underlined the need for consolidation in the traditional agency holding company model. Executives agree that the future will be about investing in AI and other technology that allows advertising to be done faster, cheaper and more effectively for clients. One area where scale will potentially make a difference is data and AI investment, with the combined group having increased firepower to invest resources in this area, according to analysts.”

WSJ: “If the Omnicom-IPG deal goes through, the combined company will supplant WPP’s GroupM as the largest global media buyer and gain new leverage with ad sellers in the process, according to Comvergence, a market research firm. Any increased buying power the merger could offer would be welcome, as would the companies’ combined technology resources, including emerging artificial intelligence capabilities, some marketers said. “Scale does matter, global scale does matter, efficiency does matter, and innovation does matter,” said Doug Sweeny, the CMO of wearable tech company Oura Health…“Building out their AI, which can impact business in a way that we’re not entirely clear about, as a larger entity together will make them more formidable to pressures on their moat.””

What’s abundantly clear is that traditional agencies face an existential inflection point—consolidation merely addresses symptoms while ignoring the underlying disease. The Omnicom-IPG merger represents a defensive manoeuvre in an industry fundamentally threatened by both technological disruption and structural inefficiency. The path forward demands more than scale; it requires dismantling the acquisition-centric paradigm that has dominated marketing for two decades and replacing it with a retention-first model that eliminates the systemic waste of repeatedly paying to reach existing customers. The agency of the future will emerge not from incremental adaptation but from radical reinvention—one that transforms marketing from a cost centre driven by ephemeral impressions into a profit engine powered by sustainable customer relationships.

Thinks 1576

Walter Mosley: “There was a period of time where all the books in the world could fit on this shelf…And what people did is they read them over and over again, and they knew them so well, and they learned so much, and it changed them. Now, this shelf represents one second of publishing…And then another and another and another.”

WSJ: “All of life is a negotiation with ourselves, according to the psychiatrist and scientist David Hawkins. As individuals, we are forever dueling with our demons or giving in to them, channeling the better angels of our nature or repudiating them. That conflict can be summed up as “Power vs. Force”—also the title of Hawkins’s terrific study of consciousness [published in 1994]. “Force always moves against something, whereas power does not move against anything,” he writes. “Force has an insatiable appetite, it constantly consumes. Power, in contrast, energizes, gives forth, supplies, and supports.” Hawkins believes that everyone has inherent potential, but realizing it means inevitable collisions with a messy and unpredictable world. Power is an intrinsic energy aligned with truth and integrity; force is aggressive and rooted in ego-driven instincts. Cultivating your inner power, Hawkins suggests, can give your existence meaning—and also help you navigate life’s obstacles. Meanwhile, giving in to force is a far riskier—and often bad—bet.”

Will Guidara: “Pre-meal [is] the 30-minute meeting we have right before we open the doors and go into service. It’s a meeting that most restaurants have. It’s a meeting that is wasted at most restaurants. A wasted pre-meal happens when you spend the entire time talking about ideas that could clearly be communicated via an email. Right? That 30-minute meeting, often called a daily huddle in other industries, is in my view, the greatest opportunity a leader has to actually lead the people around them. And that happens when you don’t only talk about the what…But also, the how and the why. When, as a leader, you are keeping your eyes peeled for inspiration out in the world and then bringing that home to inspire your team or inviting them to do the same…I believe when that meeting is done well, it’s when the people you work with cease being a collection of individuals and come together as a trusting team.”

WSJ: “Setting up a time to meet regularly with your closest friends and colleagues puts them at the center of your life—not as an afterthought…Many of us are already overwhelmed by a calendar filled with work meetings, doctors’ appointments, kids’ activities and more, and the idea of adding to that schedule no doubt sounds like yet another demand on our fragmented attention. But standing dates actually reduce the demands on our time. You don’t have to make another date; it’s already on your calendar. More important, standing dates put your most important conversations and relationships at the center of your schedule, rather than as an afterthought. A calendar organized around standing dates is like a nutritional pyramid for your time: Instead of letting your calendar fill up with urgent work meetings or must-attend social events, you’re creating a balanced diet of the connections and occasions that nourish you—and that align with your priorities.”

Progency: The AI-First Agency of the Future (Part 2)

History – 2

Digital Disruption: The Internet Rewrites the Rules (2000s-2010s)

The internet revolution dramatically transformed the agency landscape. New digital channels introduced unprecedented opportunities for targeting, measurement, and engagement – but also fragmented the media landscape further, challenging the traditional agency model.

Digital-native agencies like Razorfish, AKQA, and R/GA pioneered approaches to web design, online advertising, and emerging platforms. Legacy agencies responded by either building digital capabilities internally or, more commonly, acquiring established digital shops – often at premium valuations reflecting the scarcity of digital talent.

The digital era introduced fundamental challenges to traditional agency economics:

  1. The collapse of the 15% commission model as media buying became programmatic and auction-based
  2. The rise of project-based engagements replacing agency-of-record relationships
  3. Increased client demands for performance measurement and ROI
  4. The emergence of walled garden platforms like Google and Facebook that offered self-service advertising tools directly to clients

This period saw the online advertising revolution introduce new channels – search, display, affiliate marketing – yet these innovations reinforced the same fundamental division between acquisition and retention. Media agencies adapted by developing expertise in programmatic buying, search marketing, and social media advertising, while creative agencies often struggled to maintain relevance in an increasingly data-driven environment.

AI and machine learning first entered marketing during this period, primarily as optimisation tools for ad targeting, bidding strategies, and basic personalisation. However, these were largely incremental improvements rather than transformative solutions to marketing’s structural inefficiencies.

The Disruption Intensifies: New Competitors Enter (2010s-2020)

The 2010s witnessed an unprecedented blurring of boundaries as new players entered the agency space:

  1. Management Consultancies: Accenture, Deloitte, PwC, and others acquired creative agencies and digital experience firms to combine business transformation services with marketing execution. These consultancies leveraged their C-suite relationships and data expertise to position themselves as strategic partners rather than vendors.
  2. Tech Platforms: Google, Facebook (Meta), and Amazon developed increasingly sophisticated self-service tools and dedicated agency support teams, gradually disintermediating traditional agency functions while capturing growing shares of advertising budgets.
  3. Specialised Boutiques: Niche agencies focused on emerging disciplines like influencer marketing (e.g., Obviously), content production, social media management, and specialised technologies flourished by offering expertise that larger agencies struggled to develop organically.
  4. In-House Agencies: Major brands like Unilever, P&G, and numerous direct-to-consumer startups built substantial internal agency capabilities, bringing media buying, creative development, and content production in-house to increase control and reduce costs.

This period also witnessed the rise of data-driven marketing as a core discipline, with agencies increasingly focused on:

  • Customer data platforms and management
  • Audience segmentation and targeting
  • Attribution modeling
  • Marketing automation
  • Personalisation at scale

The traditional divide between “creative” and “media” agencies began to blur, with data emerging as the connective tissue between message creation and delivery. Yet despite these advances, the fundamental inefficiency of marketing – the massive spending on reacquiring existing customers – persisted and even intensified as digital platforms made it easier to target “lookalike” audiences that often included a brand’s own customers.

The Present Landscape: Fragmented and Hyper-Competitive (2020s)

Today’s agency ecosystem reflects these compounding disruptions:

  • Holding Companies: WPP, Publicis, Omnicom, Interpublic, and Dentsu continue to dominate in terms of scale, but face pressure to decentralise and become more agile, embracing networks of micro-agencies with specialised capabilities.
  • Independent Agencies: Mid-sized independents like Wieden+Kennedy maintain strong positions through distinctive creative approaches and cultural relevance.
  • Boutique Specialists: Smaller firms thrive by offering deep expertise in specific domains – Red Antler in startup branding, for example, or MediaLink in industry consulting.
  • Consultancies: Accenture Interactive (now Accenture Song), Deloitte Digital, and others continue expanding their marketing services capabilities through acquisition and organic growth.
  • Tech Platforms: Google, Meta, and Amazon increasingly function as both media channels and marketing service providers, offering sophisticated tools for campaign management, measurement, and optimisation.

Clients now demand far more than creative ideas: they expect measurable results, real-time analytics, technological integration, and purpose-driven narratives addressing sustainability, diversity, and other social concerns. The lines between marketing, customer experience, and technology have blurred, requiring agencies to develop expertise far beyond traditional creative and media services.

The industry faces several structural challenges:

  1. Talent Shortages: Agencies struggle to attract and retain top talent amid competition from tech companies, in-house teams, and gig economy options for creative professionals.
  2. Margin Pressure: Procurement-led pitches, project-based work, and performance-based compensation have squeezed agency margins, leading to staff reductions and underinvestment in innovation.
  3. Privacy Changes: The deprecation of third-party cookies and increasing privacy regulations threaten established targeting and measurement approaches, requiring new solutions based on first-party data.
  4. Channel Proliferation: The continuous emergence of new platforms – from TikTok to connected TV to the metaverse – demands ever-broader expertise without proportional budget increases.
  5. Customer Experience Integration: The growing importance of seamless customer experience across touchpoints challenges traditional agency structures organised around channels or disciplines.

Despite these challenges, agencies continue to play a vital role in the marketing ecosystem, adapting to changing client needs and technological disruptions while maintaining their core strength: the ability to translate business objectives into compelling communications that drive consumer action.

Thinks 1575

WSJ: “If you’re asked to picture a successful leader, what do you see? If you’re like most people, you imagine somebody who is decisive and in control. Somebody who seems to have little doubts about his or her actions. But that kind of thinking has it backward. In more than two decades of research into how leaders’ decision-making has an impact on organizational success, I’ve uncovered a surprising insight: The most effective leaders aren’t the ones who seem to have all the answers. The most-effective leaders are those who question themselves. They are, in other words, ambivalent. They feel and exhibit conflicting emotions—and are tolerant of them—and can hold two contradictory thoughts or feelings in their head.”

Kevin Roose: “I believe that over the past several years, A.I. systems have started surpassing humans in a number of domains — math, coding and medical diagnosis, just to name a few — and that they’re getting better every day. I believe that very soon — probably in 2026 or 2027, but possibly as soon as this year — one or more A.I. companies will claim they’ve created an artificial general intelligence, or A.G.I., which is usually defined as something like “a general-purpose A.I. system that can do almost all cognitive tasks a human can do.” I believe that when A.G.I. is announced, there will be debates over definitions and arguments about whether or not it counts as “real” A.G.I., but that these mostly won’t matter, because the broader point — that we are losing our monopoly on human-level intelligence, and transitioning to a world with very powerful A.I. systems in it — will be true.”

FT on the rise of AI Apps: “In the early days of the cloud, start-ups had a built-in advantage against incumbents, which had technology and business models tied to a different delivery method. But software’s AI era is really more an extension of the cloud than an entirely new computing platform, points out Byron Deeter, a veteran software investor at Bessemer Venture Partners. That reduces the disruptive potential. Another difference has been the red-hot growth; this has made the most successful newcomers look more like consumer apps than traditional enterprise software, says Deeter. It isn’t clear yet whether they will retain consumer-like characteristics as they mature, for instance leading to higher churn rates than are typically seen in the business software world. The financial profile also looks very different. The AI-app companies face a significant cost of goods, in the form of fees paid to LLM companies each time their services are used. Many are choosing to swallow those costs for now in the hope that LLM usage fees will continue to plunge.”

Vivek Wadhwa: “Students believe that an expensive degree will catapult them into corporate success. But in today’s world of accelerating technological change, an MBA is little more than an overpriced badge that adds little real value. The tens of lakhs of rupees students pour into tuition, living expenses, and lost income will never be recovered. And even those who manage to secure coveted spots at the prestigious Indian Institutes of Management (IIMs) are struggling to justify their investment.”

The Daily Economy: “A deficit is an annual shortfall of revenue, compared to spending. The difference is financed by borrowing, or “selling” US Treasury bonds. The reason investors are willing to buy bonds is that they are “discounted”: a $1,000 bond is sold at a price of $909.09; it will be worth $1,000 in a year, implying a 10% interest value, or rate of return. Treasury bonds are “auctioned” to ensure that the government pays the lowest rate to finance the deficit. The opposite of a deficit is a surplus, where revenue exceeds spending. Over time, the sum of the accumulated deficits and surpluses is the debt, or the total amount owed to bondholders… Deficits Are Future Taxes (DAFT).”

Progency: The AI-First Agency of the Future (Part 1)

History – 1

Before exploring the future, I began by asking the AIs (Claude, ChatGPT, DeepSeek) to write a history of marketing and advertising agencies.

The Earliest Agencies: Space Brokers to Brand Architects (1840s-1950s)

The origins of marketing agencies were remarkably humble. In 1841, Volney B. Palmer established what many consider the first advertising agency in Philadelphia, operating primarily as a “space broker” – purchasing newspaper advertising space wholesale and reselling it to businesses at a markup. This transactional model dominated the industry’s infancy.

By the late 19th century, agencies began their first significant evolution. J. Walter Thompson (founded 1864) pioneered the transition from mere space selling to offering creative services and strategic guidance. Similarly, McCann Erickson (established 1902) began developing comprehensive brand messaging as America industrialised. During this period, most businesses operated under the simple belief that good, affordable products would naturally attract customers, with marketing limited to basic product announcements.

The 1920s-1940s marked what historians call the “Sales Era,” as intensified competition forced consumer goods companies to develop more sophisticated selling techniques. Agencies formalised their structures to meet these needs, though their focus remained largely on persuasive tactics rather than deep customer understanding.

It wasn’t until the post-WWII economic boom that agencies truly came into their own as creative powerhouses – the era immortalised in “Mad Men.” This period saw marketing departments gain substantial influence over company direction, with agencies as their partners in crafting national brand identities. Creativity and mass media buying dominated the agency model, with legendary figures like Bill Bernbach, David Ogilvy, and Leo Burnett establishing agencies that would define advertising for decades.

The agency model was straightforward: 15% media commission plus production fees, with services divided into account management, creative development, media purchasing, and production. Measurement remained largely rudimentary – often guesswork – with agencies competing primarily on creative flair and storytelling ability rather than quantifiable results.

The Marketing Company Era and Agency Transformation (1960s-1990s)

The 1960s-1990s saw marketing agencies expand their influence as businesses increasingly prioritised customer satisfaction over pure product focus. This period witnessed the emergence of Direct Marketing and early Customer Relationship Management (CRM), utilising databases for more targeted campaigns.

Yet this era also cemented a problematic division within marketing operations: acquisition teams commanded 80-90% of budgets pursuing new customers through media buying and campaign management, while CRM teams operated as smaller, often marginalised units focused on retaining existing customers through loyalty programs, email, and personalised communications.

Agencies mirrored this division, with traditional agencies handling mass brand messaging and specialised direct marketing agencies managing customer retention – creating disconnects that would have lasting consequences for marketing efficiency.

The Age of Consolidation: Global Giants Emerge (1980s-1990s)

The 1980s witnessed perhaps the most significant structural transformation in the agency landscape with the rise of holding companies. This consolidation was epitomised by WPP – originally Wire and Plastic Products, a manufacturer of shopping baskets – which Martin Sorrell transformed through aggressive acquisitions into the world’s largest marketing services company.

Similar holding companies emerged: Omnicom (formed in 1986 through the merger of BBDO, DDB, and Needham Harper), Interpublic Group, Publicis, and Japan’s Dentsu. These conglomerates swallowed independent agencies to form massive marketing networks that could serve global clients across multiple disciplines and regions.

The holding company model was driven by several converging forces:

  1. Client globalisation demanding worldwide agency presence
  2. Media fragmentation requiring broader expertise
  3. Financial pressures for economies of scale
  4. The need to offer integrated services beyond traditional advertising

This consolidation created “full-service” offerings through specialised agencies under single corporate umbrellas. A client might simultaneously work with several agencies within the same holding company – one for creative development, another for media planning, yet another for PR or direct marketing.

While this model delivered shareholder value through acquisition and cross-selling, it often created complexity that clients found challenging to navigate. Critics argued that consolidation stifled creativity and entrepreneurial spirit, setting the stage for boutique agencies to emerge as nimble alternatives.

Relationship Marketing Era (1990s-2010)

The 1990s and early 2000s saw agencies emphasising the creation and maintenance of long-term customer relationships. However, the fundamental division between acquisition and retention persisted and even deepened. Acquisition continued to dominate agency budgets and attention, with retention activities receiving proportionally less investment despite their proven ROI advantage.

Boutique agencies found new purpose during this period, specialising in emerging disciplines like customer experience design, loyalty program management, and early digital marketing. Agencies like Crispin Porter + Bogusky gained recognition for edgy campaigns that larger, more process-driven competitors struggled to match.

Thinks 1574

Blake Morgan: “Bill [Canady] explains how the 80/20 principle (Pareto Principle) can be applied to business growth, profitability, and customer experience. By focusing on the most profitable customers and products, companies can streamline operations and maximize efficiency, rather than getting lost in low-impact activities.”

WSJ: “Idle chitchat may feel dreary, but it establishes the brain ‘synchrony’ that allows for more meaningful exchanges…Instead of resenting small talk, I now see it as a gateway to a more meaningful connection. After some soothing chitchat, I now feel more confident about taking risks and asking questions that I might have once worried were too far afield.”

Andrew Chen: “Imagine products that automatically adapt based on user behavior, rather than based on the actions of the vibe coder. For example, if the vibe coder has specified that the signup funnel should easy, then after seeing users struggle with it, the software can automatically vibe code itself to improve the flow by dropping steps or adding explanatory text. Right now we are in a paradigm where PMs specify behavior that software engineers specify in code. Imagine if PMs can specify outcomes, and the software is configured to automatically adapt to hit those outcomes.”

Shivani Tiwari: “The marketers who will thrive in the coming decade aren’t funnel optimizers. They’re community builders. They’re experience designers. They’re relationship cultivators.”

Bloomberg: “I realized that government is not structured around the idea of action, but preventing mistakes. And this is no bad thing. Government is not meant to function like a private-sector enterprise. It is far more complex than any business. For one thing, business leaders don’t have 535 legislators telling them what to do, whereas government often needs authorization from lawmakers, whose interests are not always aligned. The same legislators who like to talk about shrinking the size of government also boast about bringing home the bacon for their districts. Those who imagine citizens as shareholders misunderstand what we want from government: to deliver services, not maximize stock value. And if the principles of business are ill-suited for government, then the Silicon Valley ethos of moving fast and breaking things, which animates Musk and DOGE, is an especially bad fit for an entity that funds schools, food stamps, care for the elderly, medicine for the sick, air traffic control, and on and on. Move fast and break Twitter, that’s fine — you get a bunch of angry Tweeters. But do that in government and you risk lives. Government, in fact, is designed to mitigate risk — to prevent people from improperly being taken off Social Security, Medicaid or disability compensation for veterans. In government, the stakes for failure are a lot higher than for the private sector.”

The Exec Connect Playbook: Strategies for Strategic Connection (Part 6)

Additional AI Advice

Additional suggestions aggregated from Claude, ChatGPT, and DeepSeek.

Preparation

  • Objective Setting: Define 1-2 concrete objectives before each meeting. This helps you measure success beyond just “it went well” and keeps you focused if the conversation drifts. Clear objectives serve as your North Star, ensuring every element of your preparation supports these specific outcomes.
  • Value Hypothesis: Clearly articulate a pre-meeting value hypothesis: “If we solve X, your revenue or efficiency could potentially improve by Y%.” Executives respond strongly to quantifiable, business-impacting ideas. This transforms abstract solutions into concrete business value they can visualise and champion.
  • Competitive Intelligence: Research what solutions the prospect is currently using from your competitors. Understanding their existing tech stack can help you position your solutions more effectively. This knowledge allows you to address specific pain points in their current implementation rather than speaking in generalities.
  • Stakeholder Analysis: Beyond identifying the MIP, map the potential influencers and decision-makers who aren’t in the room but might impact any future decisions. Understanding the broader organisational dynamics helps you frame solutions that will resonate with the entire decision-making ecosystem.
  • Scenario Rehearsal: Prepare specific scenarios and role-play with your team, anticipating objections or challenging questions. This exercise sharpens your reflexes, ensuring you’re quick and confident in pivoting the conversation if needed. Well-practiced responses appear thoughtful rather than defensive.
  • Objection Anticipation: Prepare for the 3-5 most likely objections specific to that meeting and have concise, powerful responses ready. This preparation allows you to address concerns confidently and maintain momentum without appearing defensive or caught off-guard.
  • Pre-Meeting Value Teaser: Send a concise, personalised pre-read (e.g., a one-pager with a provocative industry insight or a case study relevant to their challenges). This primes the conversation and positions you as a proactive thought leader while setting a strategic foundation for your discussion.
  • Social Graph Mapping: Examine mutual connections on LinkedIn or through informal networks who can provide insights into the executive’s personal style, professional preferences, or past experiences. Leveraging shared connections can give you subtle yet powerful conversation starters and rapport-builders.
  • Contingency Scripting: Develop “if-then” scenarios for potential disruptions (e.g., tech failures, time cuts). For example, prepare a 5-minute elevator pitch version of your key points or a backup offline demo to maintain professionalism under pressure. This preparation ensures you remain composed regardless of circumstances.

During the Meeting

  • Real-Time Value Anchoring: Intermittently summarise how your discussion ties to their strategic goals (e.g., “What we’ve just explored could reduce your customer acquisition costs by 20%”). This reinforces ROI without overt selling, keeping the conversation focused on business outcomes rather than features.
  • The Power of Silence: Strategic pauses after asking important questions can be powerful. Executives often fill silence with valuable information when given space. This technique demonstrates confidence while creating opportunities for executives to reveal deeper insights than they might with rapid-fire conversation.
  • “Future-back” Questions: Ask provocative “future-back” questions, such as, “Imagine your business five years from now—what key innovation would be the main driver of your competitive advantage?” This framing often unlocks strategic insights and establishes you as a forward-thinking partner rather than a vendor focused on immediate needs.
  • Executive Mirroring: Adjust your communication style dynamically based on the executive’s cues—formal, analytical, concise, or conversational. Matching their preferred style deepens engagement and fosters trust by creating communication comfort and demonstrating interpersonal intelligence.
  • Metaphor Mapping: Create industry-specific metaphors that simplify complex concepts. These can be as memorable as your unique terminology and help executives internalise and share your ideas throughout their organization in accessible ways.
  • Digital Artifacts: Have a “leave-behind” digital resource that executives can reference after the meeting—perhaps a custom microsite or exclusive content. This extends your influence beyond the meeting and provides a concrete vehicle for your ideas to spread within the organisation.
  • Photo Op: Towards the end of the meeting, request permission for a photo with the executive, clearly indicating it might be shared on social media. This serves as a personal touchpoint, strengthens your professional credibility, and subtly reinforces your company’s visibility through executive-level endorsement.

Post-Meeting

  • Executive Summary: Send a brief, personalised note directly from you (not just your team) to the MIP within 24 hours, synthesising key insights from the meeting. This reinforces your personal commitment while capturing agreed-upon action items and insights while they remain fresh.
  • Value Loop Completion: Track and communicate back specific ways you’ve implemented their feedback or addressed concerns they raised during the meeting. This demonstrates active listening and genuine responsiveness, establishing a pattern of accountability that builds trust.
  • Internal Executive Sponsor: Assign a high-level internal sponsor on your team to personally oversee follow-up. Having a senior internal advocate demonstrates organisational commitment and significantly enhances credibility by ensuring consistent support beyond the initial meeting.
  • Relationship Calendar: Create a structured cadence for future touchpoints that isn’t dependent on immediate business opportunities. This proactive approach to relationship maintenance prevents connections from becoming purely transactional and ensures continuity regardless of sales cycles.
  • Executive Feedback Request: Within 24 hours, ask for candid feedback via a structured yet simple format (e.g., “On a scale of 1-10, how valuable was this meeting, and what could make it a 10?”). This signals humility and drives iterative improvement while demonstrating that you value the executive’s time and perspective.
  • Signature Follow-Up: Send a personalised token (e.g., a book relevant to their challenges, a curated article, or a brief video recap of key takeaways). This differentiates you from generic follow-ups and sustains mindshare through a tangible reminder of your conversation.
  • Insight Democratisation: Share meeting outcomes (e.g., executive pain points, strategic cues) in a centralised system tagged by industry, role, or challenge. This enables cross-functional teams to leverage insights for tailored solutions and future engagements, transforming individual executive connections into organisational intelligence.

Thinks 1573

Jessica Lessin: “At The Information, our formula is just very different. It’s going very, very deep into subject matters, into beat reporting. I think the most ambitious, world changing, impactful stories come from gathering string around companies and people and areas of expertise. And I worry, because I see a lot of other newsrooms with very talented reporters put those reporters on very broad and enterprise-like beats. How can we hold companies and leaders accountable without that kind of reporting day in and day out?”

Dalton Conley: “Do genes determine our destiny, as the hereditarians would say? Or do we enter the world as blank slates, formed only by what we encounter in our homes and beyond? What started as an intellectual debate quickly expanded to whatever anyone wanted it to mean, invoked in arguments about everything from free will to race to inequality to whether public policy can, or should, level the playing field. Today, however, a new realm of science is poised to upend the debate — not by declaring victory for one side or the other, nor even by calling a tie, but rather by revealing they were never in opposition in the first place. Through this new vantage, nature and nurture are not even entirely distinguishable, because genes and environment don’t operate in isolation; they influence each other and to a very real degree even create each other. The new field is called sociogenomics, a fusion of behavioral science and genetics.”

Economist: “If you had to define the indispensable power of a leader, which would you pick? Would it be probing intelligence? Boundless energy? Or perhaps just being lucky? One ability may not come to mind for many, but really should. For if there is a talent that every boss needs to master, it’s the ability to say the same thing over and over and over again without seeming bored. You don’t have to spend a lot of time with executives to hear repeated words and phrases. They might be drumming home the critical elements of their strategy to investors. They might be reciting talking-points with the media. They might be inculcating the company’s culture at town halls with employees, or telling the firm’s origin story for the thousandth time. What they are not doing is starting afresh every time.”

SaaStr: “There is one common factor, that founders know, but often lose track of in their pitch: every VC, at any stage, is looking for outliers. No matter the price or how early or late. Your pitch, your team, your metrics, your market position, your vision, your TAM, your everything, should honestly and transparently but aggressively and positively show how you can be an outlier. It is hard to make money as a VC, as odd as that may sound. You generally need several unicorns per fund, and 1 per year, to truly do well…Now, VCs have a benefit in that not every single investment has to be a unicorn. They do have the benefit of a portfolio approach, which founders don’t. But 1 or more from each “batch”, from each, fund, does need to be to do extremely well.  Far more than just 1 for a bigger fund.”

FT: “Why is poetry such a powerful way to access our deepest emotions? And how can it be useful for business leaders? I asked Deborah Alma, founder of the Poetry Pharmacy, and co-author of an unusual book published this week, The Poetry Business School. In it, Deborah and Mark Constantine, co-founder and chief executive of Lush, the global cosmetics group, have collaborated with Kate Downey-Evans, a business psychologist. Their aim is to show how poetry helps us towards decision-making, dealing with failure and uncertainty, and taking risks — as well as soothing us when times are hard.”

The Exec Connect Playbook: Strategies for Strategic Connection (Part 5)

Moreover

Here are some additional pointers.

Post-Meeting

Unless I have committed to sending specific emails or references, I leave the post-meeting follow-up to my team. My job has been done: provide them with the necessary opening or relationship uplift, which they can build on.

What I always do is conduct a thorough debrief with my team. We discuss what worked, what didn’t, and what signals they noticed that I might have missed. Since I’m deeply focused on navigating the conversation in real-time, I often miss subtle reactions or body language cues. These debriefs help me continuously refine my approach—because there is always room for improvement.

Virtual Meetings

At times, virtual meetings are unavoidable. These are significantly more challenging: maintaining eye contact is difficult, controlling distractions is harder, and the advantages of physical presence are lost. In these scenarios, I implement two critical protocols: (a) all Netcore team members keep their cameras on—which subtly encourages attendees to do likewise (speaking to black windows is particularly ineffective), and (b) I conduct periodic engagement checks, directly soliciting input from the MIP to ensure active participation.

Meal Meetings

While many executives favour breakfast/lunch/dinner meetings, I generally avoid them when possible. The challenges are numerous: small talk often dominates, demos become awkward, note-taking while eating is impractical, server interruptions disrupt conversation flow, and ambient noise compromises clarity. When these meetings are unavoidable, I select simple food options and quiet corners that allow me to prioritise the conversation.

**

My approach to executive meetings has evolved over decades. During my IndiaWorld days, I was the primary salesperson, learning through mistakes, reflection, and continuous improvement. At Netcore, though others handle direct sales, I treasure these Exec Connects for the invaluable insights they provide. The stories and lessons from these interactions become powerful teaching moments for our entire team, creating an organisational knowledge base of executive engagement strategies that continuously refines our approach.

These executive meetings, when done right, transcend typical business interactions to become relationship-building opportunities that deliver lasting value—not just for immediate business objectives, but for long-term strategic partnerships based on mutual understanding and shared vision. But these are not meetings that can be “winged” – careful preparation and orchestration is a must for success.