The Catch 22 analogy will resonate for a lot of people Scott. It’s a very good one.

It’s interesting, because the timing of this piece coincided with an email dropping into us from a young filmmaker from Boston. It was honest, up front and clearly stated that ‘I’m struggling to get the experience I need.’

The line that struck a chord was ‘I RT'ed your tweet "It's not a given right to be successful as an artist. Talent isn't enough. It's a prerequisite. Make things happen."

I immediately felt connected and on the same wavelength. That meant more to me than a long list of tenuous project associations.

And you’re right. Making one’s own name is so much healthier than hanging onto the shirtsleeves of others. Embracing each other and acknowledging that a collective and collaborative approach is by far the brightest survival strategy and leads to all kinds of opportunities.

Best wishes for the rest of the week :)

Luke - love it. This is a great story and so true. When someone makes a personal connection it so outweighs the fluff that we use.

I believe that making our name is important. The idea of branding is that your name is synonymous with one word that describes you. I think that when, rather than having a list of ppl you've 'worked with', you instead have a list of things you achieved, you are able to attain this association.

Scott,

Excellent though provoking article as always - and you're right. Partnering, or community is always a very good solution, and it's by building strong partnerships in business that we all benefit.

However, what I would say about the referring to past clients - I think it is important to show who you have worked with in the past - as long as you say 'I used to work with' or 'I have worked with'. In some professions, your back catalogue is very important - but as it's in the past - it's only a back catalogue.

It's when you openly say 'I'm working with...' - and you're not - that it's a problem :-)

For example, I used to work with Ocado.com - but currently don't. I do however refer to them in conversations, but now I've stopped working with them, I always say 'used to work with...'.

In business (and particularly in design and related professions) you will always need something to show what you've been doing, and why. If you don't have anything to show, you can't demonstrate what you are likely to do, or offer. That won't change.

In many respects, we've all been in that position - when starting out, when you're a newer agency, when you're in a new area, a new market etc, you're generally 'dammed if you do, dammed if you don't' - if you haven't worked with known names.

But there is always a way around that. Some good business leaders that are realistic enough to know that everyone started somewhere. Those leaders are out there, willing to give someone a shot. They are difficult to find (as generally, they are insulated with 10 layers of middle management, all who say 'computer says no') but they are there. And at some point, one of them will see what you are doing. And that's where it starts. Even if that's via partnerships - with good people.

I've learned through my experiences that business is tough. I've had knocks and scrapes, setbacks and challenges, triumphs - had business and lost business (from some pretty high profile clients too). But, that's business. That's life. I'm not perfect, I won't fit with every business, I won't keep every client happy (although I wish I could). But we keep going, keep pushing.

I always think persistence always pays off. I've also got some of my best business by being available, and by ensuring that people know that you're there. If a business has a need, and you offer something that fills that need, and you're there, and if you're lucky - it will happen. Right place, right time is - and will always be the most important ingredient.

Many of the larger businesses I've worked with weren't interested in what I had done. They needed something doing, and normally the Account Exec from their current agency (normally 1000 times the size) were all off getting a tan, or having a meal with the Chief Exec, or dealing with the European Division.

That moment is when you've made good business, and made a partner.

Very true - we must not neglect the past. I just find that people - and I did it too - exaggerate the past, which is wrong.

Like you say, the best business comes through partnership - through building with them. This is P2P - the idea that "I am on your team" even if I'm not on your payroll - because I don't get paid by salary I get paid by vision and self actualization.

Often this comes down to a question of focus and sustained, single-minded effort. Taking a quick reality-check, the question becomes: have I put 100% of my business-building resources into demonstrating value to key target clients?

In my experience, the answer to this question is typically "No!" Many business leaders I work with are too easily distracted by the next big thing, gathering new information, meeting socially, going to events or proposing big, new ideas and theories.

All worthy pursuits to be sure, but in terms of commercial effectiveness, they account for little or no direct contribution to revenue generation.

Focus. Diamond-tipped focus. Clear, sharp and hard.

Thinking of you guys for major success with Like-Minds!

Best, Robin

Agreed. I think this is another reason why doubling up with others helps - because you provoke each other to focus.

Iron sharpens Iron. The diamond focus I'm developing isn't because I'm doing it alone - it's because Brand Gould is backed by Brand Robinson, and vice versas.

Thanks for thinking of us this week. Of course, it's lost much of the sweetness without you being here. Next time, we have to make it happen.

Funnily enough Scott we at COSMIC have been discussing the same thing, partnering up with other providers that fit well, makes you stronger.

Hey Tim

Good idea - keep me in the loop and let me know how it goes?