marketing & sales: Are You the George Clooney of Your Market
Not just any small company can hire Morgan Stanley to do its IPO. Think about the extreme case of Bruce Lee, the famed martial artist. He died right after his first Hollywood film ("Enter the Dragon") was completed, but he is still one of the most recognizable stars in the action flick genre. Most likely because he was extraordinary—probably the best in history—and also because his untimely death left us all wanting more. But let's face it, after the 10th Jet Li movie, the fascination wears off. Bottom line: Bankable advisors understand they shouldn't spread themselves too thin. They understand that building great client relationships starts with picking the right clients from the beginning. They turn down business that isn't right for them and their brand in the marketplace or that doesn't provide adequate profit margins.