I've had a few people ask about the process I use when working with clients. To be honest, there isn't a set process. Just a load of tools and approaches that vary by situation. However, in an early days business with little money or time I do have a bit of a process. 1/8

First, I try to really squeeze for clarity. I want to know figures, ambitions and information. That helps me know if they are even at that stage. If they are, I can then look over that information and start to look at external influences and internal influences. An audit. 2/8

Influences are really important, we are not as in control of destiny as we think. That's the first lesson. Much of what I do is about educating and steering clients towards options that are more realistic to consider. Based on those implications. 3/8

Once you review those influences and have a clearer idea of their potential impact you can go back to square one and revise the ambitions. The goal really is to help clients see a range of ideal outcomes... rather than an arbitrary goal that probably won't happen. 4/8

I like to visualise it as a narrowing tunnel, as long as you are going through the tunnel you're avoiding all the debris outside of it, even if there are a few bumps along the way. Direction is better than chasing a goal (aka wish) 5/8

Once a business has these options laid out, I can only advise on their decision. I'm not there to make them, just help. And once those decisions are made, then we can think about all the juicy stuffy people talk about. Advertising, pricing, product dev, distribution etc. 6/8

I used to be pretty firm on strategy, but for many it's a difficult or alien concept. I can't remember who said it, but in layman's terms it's probably better just to say "What's the focus?" as everyone knows what that means. The point is not to do all things, to make choices 7/8

Part of the challenge is helping people recognise post-rationalism. You can't mimic someone else, and what they say, probably isn't the full picture anyway. Working hard doesn't guarantee results, nor does belief. You've got to use your brain instead. 8/8