Back in 1999 (stop singing that Prince song) an automotive dealer came to me for help with their ongoing promotional campaign. They were two weeks into it and their sales figures were poor and time was ticking because every promotion permit has a deadline in Kuwait. After redirecting the campaign’s proposition and visual layout through their agency, the promo was reintroduced into the market. Results jumped up by 40%. To say the dealer was ecstatic is an understatement. Their General Manager asked me to execute the marketing and advertising plans and tactics of their three-brand automotive collection. At the time, I only offered strategic marketing planning and advisory services. I thought it was an interesting path to explore so I started to hire designers and turn the business into a small marketing agency. That’s when Mark and I shared a journey.
In a way, both Mark and I were new to this experience. His first job out of university and my first time managing a team. When two strong personalities work together you’ll either produce some great work or unleash tornadoes everywhere. And we did both. Regardless of the ups and downs of the creative execution journey, I didn’t find the interactions with the clients or the profit from that line of business as rewarding as I thought they would be. A few years after Mark moved on to his next learning work experience I decided to go back to the basics and focus on providing one-hour advice sessions, one-page plans, training workshops and jam sessions (facilitated discovery and brainstorming meetings); the kind of work that fulfils me as a strategic business therapist.
Last year (in 2014), Mark and I talked about the idea of offering some sort of business related content on the blog. I’m no stranger to writing about business issues. Some of you may have read my Two Cents articles at bazaar magazine where I answered questions from managers and entrepreneurs since 2009. We had a couple of ideas on what to write about and we left it at that. Mainly because I was planning two things for 2015: expanding the business to the UK market and starting my masters in Service Design Innovation. In Q4 of 2015 I am now in the UK running the new business and going through my masters programme. Since the dust has settled, I thought the time is right to pick up the conversation.
Having said that, one of the worst things to do in business is to assume on behalf of your target audience when you could just ask them. Would you be interested in having a business therapy post every week or so? We could talk about any challenges or opportunities that revolve around business, branding, marketing, management, customer experience, entrepreneurship, service design or anything else related to my experience. From time to time I might talk about the Kuwaiti and British markets similarities and differences, if this is of any interest. So, what do you think, lovely people?
Post by Loaay Ahmed, a strategic business therapist since 1995. He currently lives and works in London, UK, while earning his master’s in Service Design Innovation, and managing knightscapital in Kuwait. For Loaay’s advice on business or work matters, send a short email to [email protected]. Regrettably, only the questions chosen for publishing will be answered.
