TGD Kick-off
Jul 16, 2026 12:31
· 1:03:36
· English
· Whisper Turbo
· 4 Speakers
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Showing only
1:35
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Speaker 1 (TGD Kick-off)
Do any
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Speaker 1 (TGD Kick-off)
part actually ever come back to the website?
1:45
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Speaker 1 (TGD Kick-off)
We have had people at
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Speaker 1 (TGD Kick-off)
least once or twice printed off the website
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Speaker 1 (TGD Kick-off)
and have it.
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Speaker 1 (TGD Kick-off)
We've
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Speaker 1 (TGD Kick-off)
had that
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Speaker 1 (TGD Kick-off)
recently as well where people change and you have to explain to
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Speaker 1 (TGD Kick-off)
the organisation all over again who you are and I suspect a lot of them.
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Speaker 1 (TGD Kick-off)
yeah yeah and do you have you don't have at the moment kind of like a pack
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Speaker 1 (TGD Kick-off)
that you can download or something that's a kind of it's more yeah explained
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Speaker 1 (TGD Kick-off)
on the website in various sections right oh that's
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Speaker 1 (TGD Kick-off)
all right if you just click on there no no it's fine it's fine
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Speaker 1 (TGD Kick-off)
no i'm out i've just kicked myself out tomorrow did
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Speaker 1 (TGD Kick-off)
you want to put that on a post -it no you
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Speaker 1 (TGD Kick-off)
want
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Speaker 1 (TGD Kick-off)
me to erase that yeah let's get rid of that okay
3:38
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Speaker 1 (TGD Kick-off)
I've tried to get back in.
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Speaker 1 (TGD Kick-off)
Oh!
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Speaker 1 (TGD Kick-off)
Moist.
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Speaker 1 (TGD Kick-off)
I don't know what's going on.
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Speaker 1 (TGD Kick-off)
It's my fault for not selling this ahead of time.
3:47
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Speaker 1 (TGD Kick-off)
So in your boards,
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Speaker 1 (TGD Kick-off)
there we go.
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Speaker 1 (TGD Kick-off)
Okay.
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Speaker 1 (TGD Kick-off)
If you click on that,
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Speaker 1 (TGD Kick-off)
you should,
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Speaker 1 (TGD Kick-off)
yeah. There we go.
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Speaker 1 (TGD Kick-off)
I'm back in.
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Speaker 1 (TGD Kick-off)
So how do I,
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Speaker 1 (TGD Kick-off)
how do like a zoom feature?
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Speaker 1 (TGD Kick-off)
Oh,
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Speaker 1 (TGD Kick-off)
you can,
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Speaker 1 (TGD Kick-off)
normally you can,
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Speaker 1 (TGD Kick-off)
oh,
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Speaker 1 (TGD Kick-off)
this is a,
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Speaker 1 (TGD Kick-off)
oh,
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Speaker 1 (TGD Kick-off)
hang on, let's get you out of it.
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Speaker 1 (TGD Kick-off)
Do that.
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Speaker 1 (TGD Kick-off)
There we go.
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Speaker 1 (TGD Kick-off)
It's better in that board form,
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Speaker 1 (TGD Kick-off)
basically.
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Speaker 1 (TGD Kick-off)
We're still in presentation mode,
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Speaker 1 (TGD Kick-off)
but like that, it's easier.
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Speaker 1 (TGD Kick-off)
You can zoom in and out like that.
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Speaker 1 (TGD Kick-off)
Nice.
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Speaker 1 (TGD Kick-off)
And
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Speaker 1 (TGD Kick-off)
if you guys are also,
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Speaker 1 (TGD Kick-off)
there's a timer running,
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Speaker 1 (TGD Kick-off)
but if you guys are happy,
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Speaker 1 (TGD Kick-off)
if you think we've,
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Speaker 1 (TGD Kick-off)
like I said,
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Speaker 1 (TGD Kick-off)
I've messed up anyway because we started on board three,
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Speaker 1 (TGD Kick-off)
so.
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Speaker 1 (TGD Kick-off)
And then what you have,
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Speaker 1 (TGD Kick-off)
obviously, is you have the board.
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Speaker 1 (TGD Kick-off)
So what I might do is I might add
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Speaker 1 (TGD Kick-off)
any further questionnaires to the board,
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Speaker 1 (TGD Kick-off)
but also if you do have five minutes...
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Speaker 2 (TGD Kick-off)
10 minutes later,
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Speaker 2 (TGD Kick-off)
we'll take a look at it and add some stuff,
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Speaker 2 (TGD Kick-off)
that's fine, I'm not going to be processing these this afternoon and
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Speaker 2 (TGD Kick-off)
cracking on today.
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Speaker 2 (TGD Kick-off)
We've got a bit of time,
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Speaker 2 (TGD Kick-off)
I'll leave it anyway until the end of the week,
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Speaker 2 (TGD Kick-off)
until Steve's got to even look at that board and start
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Speaker 1 (TGD Kick-off)
grouping things.
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Speaker 1 (TGD Kick-off)
Okay,
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Speaker 1 (TGD Kick-off)
so should we jump back?
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Speaker 2 (TGD Kick-off)
Yeah, let's jump back to what makes more sense,
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Speaker 2 (TGD Kick-off)
which is...
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Speaker 2 (TGD Kick-off)
when you'll see the title of the slide.
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Speaker 1 (TGD Kick-off)
There we go.
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Speaker 2 (TGD Kick-off)
And some of it we've already
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Speaker 2 (TGD Kick-off)
filled in,
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Speaker 2 (TGD Kick-off)
to be honest, because of what we've just done.
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Speaker 2 (TGD Kick-off)
But here we have jobs
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Speaker 2 (TGD Kick-off)
for the new site,
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Speaker 2 (TGD Kick-off)
which we've already done a lot of,
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Speaker 2 (TGD Kick-off)
so I don't think we need to duplicate that.
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Speaker 2 (TGD Kick-off)
But as you can see,
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Speaker 2 (TGD Kick-off)
if there's any on there that you disagree with in terms of these yellow
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Speaker 2 (TGD Kick-off)
ones, just delete them.
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Speaker 2 (TGD Kick-off)
And if you think there's...
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Speaker 2 (TGD Kick-off)
If there's anything else to add,
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Speaker 2 (TGD Kick-off)
go ahead.
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Speaker 2 (TGD Kick-off)
So yeah, we've got the what this workshop should achieve.
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Speaker 2 (TGD Kick-off)
We've kind of covered that.
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Speaker 2 (TGD Kick-off)
12 -month worth it outcomes.
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Speaker 2 (TGD Kick-off)
Self -explanatory,
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Speaker 2 (TGD Kick-off)
I suppose.
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Speaker 2 (TGD Kick-off)
Any concerns
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Speaker 2 (TGD Kick-off)
or things that you think might hold us back.
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Speaker 2 (TGD Kick-off)
A little section for any
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Speaker 2 (TGD Kick-off)
random thoughts.
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Speaker 2 (TGD Kick-off)
If you've got ADHD that popped into your head at this point,
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Speaker 2 (TGD Kick-off)
you can drop them in that section.
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Speaker 1 (TGD Kick-off)
So
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Speaker 1 (TGD Kick-off)
the first one I've put on there.
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Speaker 2 (TGD Kick-off)
which is a very generic one,
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Speaker 1 (TGD Kick-off)
win, benefit,
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Speaker 1 (TGD Kick-off)
briefs.
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Speaker 2 (TGD Kick-off)
Do you think that
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Speaker 2 (TGD Kick-off)
is potentially,
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Speaker 2 (TGD Kick-off)
because a lot of your,
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Speaker 2 (TGD Kick-off)
well, all of your businesses refer a lot to do that,
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Speaker 2 (TGD Kick-off)
do you think there is instances of getting,
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Speaker 2 (TGD Kick-off)
the wrong people getting in touch with you and asking
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Speaker 1 (TGD Kick-off)
you to do stuff?
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Speaker 1 (TGD Kick-off)
There is very,
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Speaker 1 (TGD Kick-off)
I think the big challenge there is that people...
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Speaker 1 (TGD Kick-off)
is that our service is relatively niche.
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Speaker 1 (TGD Kick-off)
People don't necessarily understand what it is that they need
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Speaker 1 (TGD Kick-off)
or want or that there are people that might do the things
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Speaker 1 (TGD Kick-off)
that we do.
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Speaker 1 (TGD Kick-off)
I'm sure these guys have explained that there's
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Speaker 1 (TGD Kick-off)
not much of
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Speaker 1 (TGD Kick-off)
a kind of tendering landscape for our work.
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Speaker 1 (TGD Kick-off)
It was a public tendering landscape for our work.
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Speaker 1 (TGD Kick-off)
And we've definitely had
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Speaker 1 (TGD Kick-off)
occasions where...
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Speaker 1 (TGD Kick-off)
Even in that referral process,
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Speaker 1 (TGD Kick-off)
someone has picked someone's mind and said,
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Speaker 1 (TGD Kick-off)
we've got this problem,
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Speaker 1 (TGD Kick-off)
what else should we do about it?
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Speaker 1 (TGD Kick-off)
They already know we exist,
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Speaker 1 (TGD Kick-off)
but they don't join the dots as a potential solution.
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Speaker 2 (TGD Kick-off)
And I think that's when we get to the SEO bit and the keywords
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Speaker 2 (TGD Kick-off)
and things like that.
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Speaker 2 (TGD Kick-off)
It'll be really interesting to see what people,
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Speaker 2 (TGD Kick-off)
when they do search online,
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Speaker 2 (TGD Kick-off)
what they search for.
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Speaker 2 (TGD Kick-off)
And once again,
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Speaker 2 (TGD Kick-off)
it's going to be tough because the numbers are going to be tiny.
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Speaker 2 (TGD Kick-off)
So I think when it
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Speaker 2 (TGD Kick-off)
comes to that,
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Speaker 2 (TGD Kick-off)
it'll be,
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Speaker 2 (TGD Kick-off)
you know,
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Speaker 2 (TGD Kick-off)
I think...
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Speaker 2 (TGD Kick-off)
A key thing that we could do at that point is I could
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Speaker 2 (TGD Kick-off)
ingest,
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Speaker 2 (TGD Kick-off)
using AI,
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Speaker 2 (TGD Kick-off)
but ingest a ton of briefs that you've had or
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Speaker 2 (TGD Kick-off)
initial emails of people reaching out,
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Speaker 2 (TGD Kick-off)
going,
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Speaker 2 (TGD Kick-off)
I'm trying to do this and to see what language
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Speaker 2 (TGD Kick-off)
is being used because I suspect that online search volumes are going to be so
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Speaker 2 (TGD Kick-off)
small that trends are going to be hard to figure out.
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Speaker 2 (TGD Kick-off)
We can think of a way of,
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Speaker 2 (TGD Kick-off)
I don't know if you guys have standard templates that people fill in at
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Speaker 2 (TGD Kick-off)
the first chat or things,
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Speaker 2 (TGD Kick-off)
or even initial emails.
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Speaker 2 (TGD Kick-off)
You know, if you go to every client folder and go to the initial email that was sent to
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Speaker 2 (TGD Kick-off)
you or the first two emails,
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Speaker 2 (TGD Kick-off)
we could take all of those securely,
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Speaker 2 (TGD Kick-off)
obviously, and kind of use them as our kind of little sandbox of like,
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Speaker 2 (TGD Kick-off)
these are the search terms,
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Speaker 2 (TGD Kick-off)
this is how people think about it when they're looking for this stuff.
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Speaker 1 (TGD Kick-off)
I'm trying to think of any meaningful contact that's
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Speaker 1 (TGD Kick-off)
come.
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Speaker 1 (TGD Kick-off)
They're all referrals.
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Speaker 1 (TGD Kick-off)
So if you think of M &M,
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Speaker 1 (TGD Kick-off)
you know,
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Speaker 1 (TGD Kick-off)
that was because our client at London Stock Exchange sits
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Speaker 1 (TGD Kick-off)
next to a lady who's friends with the founder of M &M.
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Speaker 1 (TGD Kick-off)
They never attended for the work.
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Speaker 1 (TGD Kick-off)
They just took our proposal,
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Speaker 1 (TGD Kick-off)
signed it off.
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Speaker 1 (TGD Kick-off)
Or Hiscox Foundation.
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Speaker 1 (TGD Kick-off)
You've got a
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Speaker 1 (TGD Kick-off)
lady who runs it with M &M.
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Speaker 1 (TGD Kick-off)
used to work with Lyme Trust.
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Speaker 3 (TGD Kick-off)
So that's validation.
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Speaker 3 (TGD Kick-off)
And then my cousin happens to work for Hiscox.
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Speaker 3 (TGD Kick-off)
I need her for lunch.
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Speaker 3 (TGD Kick-off)
She puts a nice word in and all of a sudden we have
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Speaker 3 (TGD Kick-off)
a really warm introduction.
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Speaker 3 (TGD Kick-off)
So we're not tendering against.
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Speaker 3 (TGD Kick-off)
I don't think there might be a problem.
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Speaker 1 (TGD Kick-off)
Good work.
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Speaker 1 (TGD Kick-off)
Yeah, so I suppose the question there,
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Speaker 2 (TGD Kick-off)
we're kind of jumping ahead,
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Speaker 2 (TGD Kick-off)
would be,
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Speaker 2 (TGD Kick-off)
you know,
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Speaker 2 (TGD Kick-off)
how can we cheat and
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Speaker 2 (TGD Kick-off)
not look for...
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Speaker 1 (TGD Kick-off)
It should open.
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Speaker 1 (TGD Kick-off)
It should open,
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Speaker 1 (TGD Kick-off)
right? I can never try.
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Speaker 1 (TGD Kick-off)
There we go.
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Speaker 1 (TGD Kick-off)
Ta -da!
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Speaker 1 (TGD Kick-off)
How can we,
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Speaker 1 (TGD Kick-off)
yeah,
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Speaker 1 (TGD Kick-off)
essentially...
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Speaker 1 (TGD Kick-off)
I'm not sure.
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Speaker 1 (TGD Kick-off)
No,
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Speaker 1 (TGD Kick-off)
that's off.
11:00
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Speaker 1 (TGD Kick-off)
Oh, sorry.
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Speaker 1 (TGD Kick-off)
That's off.
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Speaker 1 (TGD Kick-off)
Yeah.
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Speaker 2 (TGD Kick-off)
Yeah, so I'll make it over,
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Speaker 2 (TGD Kick-off)
but we don't have to delay code it.
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Speaker 1 (TGD Kick-off)
See
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Speaker 1 (TGD Kick-off)
you later.
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Speaker 3 (TGD Kick-off)
Say hi to Jamie.
11:16
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Speaker 1 (TGD Kick-off)
Yeah,
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Speaker 3 (TGD Kick-off)
so we want to sort of move away from that reliance on crazy
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Speaker 3 (TGD Kick-off)
connections and weird introductions,
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Speaker 1 (TGD Kick-off)
don't we?
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Speaker 3 (TGD Kick-off)
We don't want to move away from that.
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Speaker 1 (TGD Kick-off)
We want to answer that.
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Speaker 2 (TGD Kick-off)
So this is more for me to remember.
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Speaker 2 (TGD Kick-off)
Yeah,
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Speaker 1 (TGD Kick-off)
so...
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Speaker 2 (TGD Kick-off)
Yeah, we'll have a think about that,
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Speaker 2 (TGD Kick-off)
about trying to see what we can mine for what those things
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Speaker 2 (TGD Kick-off)
are that people,
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Speaker 2 (TGD Kick-off)
when they do,
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Speaker 2 (TGD Kick-off)
because, so your brother's cousins had that
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Speaker 2 (TGD Kick-off)
chat, but probably at one point she,
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Speaker 2 (TGD Kick-off)
likely she went on to the interwebs and
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Speaker 2 (TGD Kick-off)
searched for something now.
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Speaker 2 (TGD Kick-off)
The problem is those volumes are going to be so low that...
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Speaker 2 (TGD Kick-off)
keyword searches might be a little bit tough.
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Speaker 2 (TGD Kick-off)
So to try and get around that,
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Speaker 2 (TGD Kick-off)
that's why,
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Speaker 2 (TGD Kick-off)
yeah, we'll have a think about what we can take in terms of what you have
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Speaker 2 (TGD Kick-off)
in written form or even you guys kind of,
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Speaker 2 (TGD Kick-off)
hey, this is what I think people search for.
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Speaker 2 (TGD Kick-off)
Here's a bunch of emails that are the first three emails with each of our clients.
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Speaker 2 (TGD Kick-off)
Something like that.
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Speaker 2 (TGD Kick-off)
I think of a structure and then we can use that as a kind of keyword search
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Speaker 2 (TGD Kick-off)
to kind of see how people think about it and how in their mind it
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Speaker 2 (TGD Kick-off)
kind of forms in the early days when they're thinking,
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Speaker 2 (TGD Kick-off)
I think I kind of need this kind of service and that it happens to be
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Speaker 2 (TGD Kick-off)
something that you guys are happy to offer.
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Speaker 1 (TGD Kick-off)
don't do anything and thinking I need to set a foundation for
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Speaker 1 (TGD Kick-off)
having thought about it.
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Speaker 1 (TGD Kick-off)
And then there'll be quite a few clients where they have pretty
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Speaker 1 (TGD Kick-off)
extensive internal knowledge and teams and
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Speaker 1 (TGD Kick-off)
where they actually just want resources or a bit of independent perspective.
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Speaker 1 (TGD Kick-off)
And the former is probably
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Speaker 1 (TGD Kick-off)
searching quite simple,
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Speaker 1 (TGD Kick-off)
obvious terms.
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Speaker 1 (TGD Kick-off)
and the latter is probably searching for specific action.
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Speaker 1 (TGD Kick-off)
Yeah,
13:24
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Speaker 2 (TGD Kick-off)
and once
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Speaker 2 (TGD Kick-off)
again, we can do two things here.
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Speaker 2 (TGD Kick-off)
We can A,
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Speaker 2 (TGD Kick-off)
have each of you fill in,
13:34
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Speaker 2 (TGD Kick-off)
because when you do research or you look at data,
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Speaker 2 (TGD Kick-off)
there's sometimes this,
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Speaker 2 (TGD Kick-off)
what's
13:43
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Speaker 1 (TGD Kick-off)
the word I'm looking for,
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Speaker 2 (TGD Kick-off)
this misunderstanding that like...
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Speaker 2 (TGD Kick-off)
oh, you know,
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Speaker 2 (TGD Kick-off)
if it comes from somebody's mind,
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Speaker 2 (TGD Kick-off)
you guys,
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Speaker 2 (TGD Kick-off)
it's less valid than heartache.
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Speaker 2 (TGD Kick-off)
And it's not,
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Speaker 2 (TGD Kick-off)
actually, because you guys are the experts.
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Speaker 2 (TGD Kick-off)
You know a lot of this thing.
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Speaker 2 (TGD Kick-off)
So you guys sitting down and going,
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Speaker 2 (TGD Kick-off)
I think this is how people search about it.
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Speaker 2 (TGD Kick-off)
It's not because you've got a computer in your brain,
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Speaker 2 (TGD Kick-off)
it's because you've been exposed to it for so long that you've heard so many conversations that somewhere in your mind there's
14:08
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Speaker 2 (TGD Kick-off)
a lot of this stuff.
14:09
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Speaker 2 (TGD Kick-off)
So if we do that,
14:10
S…
Speaker 2 (TGD Kick-off)
but also kind of have a more kind of data -led approach of like,
14:14
S…
Speaker 2 (TGD Kick-off)
well, let's ingest a bunch of emails,
14:16
S…
Speaker 2 (TGD Kick-off)
a bunch of...
14:16
S…
Speaker 2 (TGD Kick-off)
documents that you've been sent and then let's try and see we'll probably see
14:21
S…
Speaker 2 (TGD Kick-off)
a lot of crossover and where we do see crossover that's probably even more valuable than the
14:25
S…
Speaker 2 (TGD Kick-off)
other stuff but it doesn't mean that we need to kind of exclude all the other stuff because it's in my mind
14:29
S…
Speaker 2 (TGD Kick-off)
especially in this kind of business it's as valid as like hard
14:34
S…
Speaker 2 (TGD Kick-off)
data you know that knowledge that you guys possess
14:46
S…
Speaker 3 (TGD Kick-off)
competing with and coming up against.
14:48
S…
Speaker 3 (TGD Kick-off)
They're
14:53
S…
Speaker 3 (TGD Kick-off)
everything from big PR
14:57
S…
Speaker 3 (TGD Kick-off)
agencies for example.
15:00
S…
Speaker 1 (TGD Kick-off)
without even knowing it.
15:01
S…
Speaker 1 (TGD Kick-off)
So they will say,
15:03
S…
Speaker 1 (TGD Kick-off)
because PR agencies are sort of hungry and aggressive,
15:08
S…
Speaker 1 (TGD Kick-off)
it'll come up and they'll say,
15:10
S…
Speaker 1 (TGD Kick-off)
oh yeah, we can do that.
15:11
S…
Speaker 1 (TGD Kick-off)
So the PR agency will hoover up a breed that didn't exist,
15:15
S…
Speaker 1 (TGD Kick-off)
do a shit job and will never know it existed.
15:17
S…
Speaker 1 (TGD Kick-off)
We used to live within quite a big...
15:22
S…
Speaker 1 (TGD Kick-off)
PR agency.
15:22
S…
Speaker 1 (TGD Kick-off)
And they'd always say,
15:25
S…
Speaker 1 (TGD Kick-off)
oh yeah, we'll introduce you,
15:27
S…
Speaker 1 (TGD Kick-off)
we'll introduce you.
15:28
S…
Speaker 1 (TGD Kick-off)
But they're so driven by making money and doing as little as possible that
15:32
S…
Speaker 1 (TGD Kick-off)
those things never come up.
15:34
S…
Speaker 1 (TGD Kick-off)
Yeah.
15:35
S…
Speaker 1 (TGD Kick-off)
But then there are bigger,
15:36
S…
Speaker 1 (TGD Kick-off)
you know, there are bigger,
15:37
S…
Speaker 1 (TGD Kick-off)
there are agencies out there.
15:39
S…
Speaker 1 (TGD Kick-off)
Everything from Charities Aid Foundation are offering this through to
15:44
S…
Speaker 1 (TGD Kick-off)
Youth Alphabet Capital.
15:45
S…
Speaker 1 (TGD Kick-off)
I think some of the big consultants,
15:47
S…
Speaker 2 (TGD Kick-off)
like the big...
15:49
S…
Speaker 1 (TGD Kick-off)
consulting firms will do bits and pieces of it as well.
15:51
S…
Speaker 1 (TGD Kick-off)
It's a starting culture and people strategy.
15:56
S…
Speaker 1 (TGD Kick-off)
Yeah,
15:57
S…
Speaker 2 (TGD Kick-off)
and I think back to this thing that I did
16:01
S…
Speaker 2 (TGD Kick-off)
in a previous life.
16:02
S…
Speaker 2 (TGD Kick-off)
We were working with this wealth,
16:04
S…
Speaker 2 (TGD Kick-off)
I think I mentioned it to you,
16:06
S…
Speaker 2 (TGD Kick-off)
this wealth management,
16:07
S…
Speaker 2 (TGD Kick-off)
called Floriat,
16:09
S…
Speaker 2 (TGD Kick-off)
and they were like,
16:11
S…
Speaker 1 (TGD Kick-off)
you know,
16:12
S…
Speaker 2 (TGD Kick-off)
you have to have like 200 million to play or whatever,
16:15
S…
Speaker 2 (TGD Kick-off)
you know, like huge kind of.
16:18
S…
Speaker 2 (TGD Kick-off)
And they had a client in particular who had a bit of
16:22
S…
Speaker 2 (TGD Kick-off)
a checkered past,
16:26
S…
Speaker 2 (TGD Kick-off)
let's say.
16:26
S…
Speaker 2 (TGD Kick-off)
And so there
16:31
S…
Speaker 2 (TGD Kick-off)
was this whole team that had been built.
16:32
S…
Speaker 2 (TGD Kick-off)
And we got brought in,
16:33
S…
Speaker 2 (TGD Kick-off)
same thing, brothers,
16:34
S…
Speaker 2 (TGD Kick-off)
cousins, notice,
16:36
S…
Speaker 1 (TGD Kick-off)
anyway.
16:36
S…
Speaker 2 (TGD Kick-off)
We got brought in to make these websites for him.
16:38
S…
Speaker 2 (TGD Kick-off)
And all these websites were all these different foundations.
16:43
S…
Speaker 2 (TGD Kick-off)
And the whole purpose of this,
16:45
S…
Speaker 2 (TGD Kick-off)
in a nutshell,
16:45
S…
Speaker 2 (TGD Kick-off)
was there's some bad stories about him.
16:48
S…
Speaker 2 (TGD Kick-off)
He was also genuinely interested in these foundations.
16:51
S…
Speaker 2 (TGD Kick-off)
He was quite a nice guy.
16:51
S…
Speaker 2 (TGD Kick-off)
It was his dad that had a dodging pass anyway.
16:53
S…
Speaker 2 (TGD Kick-off)
And so it was to push down.
16:55
S…
Speaker 2 (TGD Kick-off)
So there was this army of like,
16:58
S…
Speaker 2 (TGD Kick-off)
there was this company called Digitalis with an online reputation.
17:02
S…
Speaker 2 (TGD Kick-off)
Like, you know, we'll get your bad stories on page four of Google so nobody ever reads
17:06
S…
Speaker 2 (TGD Kick-off)
the da -da -da -da.
17:06
S…
Speaker 2 (TGD Kick-off)
And amidst that,
17:08
S…
Speaker 2 (TGD Kick-off)
you know, these foundation sites that we were building,
17:10
S…
Speaker 2 (TGD Kick-off)
yeah, were, like,
17:11
S…
Speaker 2 (TGD Kick-off)
mostly influenced by Floreat,
17:13
S…
Speaker 2 (TGD Kick-off)
who were this wealth management company.
17:17
S…
Speaker 2 (TGD Kick-off)
And so,
17:17
S…
Speaker 2 (TGD Kick-off)
like, yeah,
17:18
S…
Speaker 2 (TGD Kick-off)
the boundaries are quite fluid in terms of who's going to get involved
17:22
S…
Speaker 2 (TGD Kick-off)
in that kind of work.
17:25
S…
Speaker 2 (TGD Kick-off)
So, yeah, it'll be really interesting when we do a competitive mapping.
17:28
S…
Speaker 2 (TGD Kick-off)
to not just think,
17:30
S…
Speaker 2 (TGD Kick-off)
yeah, exactly,
17:31
S…
Speaker 2 (TGD Kick-off)
like for like,
17:32
S…
Speaker 2 (TGD Kick-off)
right? Who are the people that cross over into our field?
17:34
S…
Speaker 2 (TGD Kick-off)
And how,
17:35
S…
Speaker 2 (TGD Kick-off)
if any,
17:37
S…
Speaker 2 (TGD Kick-off)
in any way,
17:37
S…
Speaker 2 (TGD Kick-off)
do they speak about this stuff?
17:39
S…
Speaker 2 (TGD Kick-off)
And if they do and do a bad job of it,
17:43
S…
Speaker 2 (TGD Kick-off)
let's make sure that ours is a lot clearer and comes on top.
17:46
S…
Speaker 1 (TGD Kick-off)
The other thing is that the person with Google could
17:51
S…
Speaker 1 (TGD Kick-off)
be very,
17:54
S…
Speaker 1 (TGD Kick-off)
very senior or very,
17:55
S…
Speaker 1 (TGD Kick-off)
very junior in any number of departments.
17:59
S…
Speaker 1 (TGD Kick-off)
We're not a service that sells into the people department or into,
18:02
S…
Speaker 1 (TGD Kick-off)
we're sometimes directly into the CEO's
18:06
S…
Speaker 1 (TGD Kick-off)
office, sometimes it's into PR and marketing teams.
18:11
S…
Speaker 1 (TGD Kick-off)
And typically,
18:14
S…
Speaker 1 (TGD Kick-off)
even the big ones,
18:15
S…
Speaker 1 (TGD Kick-off)
they're small groups of people,
18:18
S…
Speaker 1 (TGD Kick-off)
aren't they?
18:19
S…
Speaker 2 (TGD Kick-off)
And decision makers come in different shapes and forms,
18:23
S…
Speaker 1 (TGD Kick-off)
right?
18:23
S…
Speaker 2 (TGD Kick-off)
A lot of the research I did in the past as well,
18:26
S…
Speaker 2 (TGD Kick-off)
when it came to...
18:28
S…
Speaker 2 (TGD Kick-off)
Adobe and selling their Adobe Experience Cloud thing,
18:31
S…
Speaker 2 (TGD Kick-off)
which is once again hundreds of thousands of pounds a year,
18:35
S…
Speaker 2 (TGD Kick-off)
so it's a big company.
18:35
S…
Speaker 2 (TGD Kick-off)
We did some research and they speak to decision makers,
18:39
S…
Speaker 2 (TGD Kick-off)
that was the brief.
18:40
S…
Speaker 2 (TGD Kick-off)
But decision makers,
18:41
S…
Speaker 2 (TGD Kick-off)
once again,
18:43
S…
Speaker 2 (TGD Kick-off)
it's a very true thing.
18:44
S…
Speaker 2 (TGD Kick-off)
Decision makers,
18:45
S…
Speaker 2 (TGD Kick-off)
we interviewed them,
18:46
S…
Speaker 2 (TGD Kick-off)
but the reality was they only looked at a website briefly
18:50
S…
Speaker 2 (TGD Kick-off)
at the very end of the process to kind of,
18:53
S…
Speaker 2 (TGD Kick-off)
oh,
18:54
S…
Speaker 2 (TGD Kick-off)
that looks nice,
18:55
S…
Speaker 2 (TGD Kick-off)
that looks blue,
18:55
S…
Speaker 2 (TGD Kick-off)
cool. And their...
18:57
S…
Speaker 2 (TGD Kick-off)
you know their assistant or whoever it is in their team had done all the lake work and
19:01
S…
Speaker 2 (TGD Kick-off)
had done that and so kind of thinking about who
19:06
S…
Speaker 2 (TGD Kick-off)
you're selling to and how you need to speak to those people and what problems you need to
19:10
S…
Speaker 2 (TGD Kick-off)
solve for them.
19:11
S…
Speaker 2 (TGD Kick-off)
So in another life I also had a software as a service company selling a type
19:15
S…
Speaker 2 (TGD Kick-off)
of service.
19:15
S…
Speaker 2 (TGD Kick-off)
We discovered quite quickly that the people we were selling to were
19:20
S…
Speaker 2 (TGD Kick-off)
the wrong people because essentially if we sold them what we did it would replace their job.
19:24
S…
Speaker 2 (TGD Kick-off)
And so we had to speak to their bosses really
19:28
S…
Speaker 2 (TGD Kick-off)
without being too slight because they were never going to bump us up.
19:32
S…
Speaker 2 (TGD Kick-off)
Not relevant here,
19:33
S…
Speaker 2 (TGD Kick-off)
but you have to think about who is in that kind of little
19:37
S…
Speaker 2 (TGD Kick-off)
ecosystem of decision research,
19:39
S…
Speaker 2 (TGD Kick-off)
decision making,
19:41
S…
Speaker 2 (TGD Kick-off)
recommendation that leads to,
19:43
S…
Speaker 2 (TGD Kick-off)
hey, let's go see these guys.
19:44
S…
Speaker 2 (TGD Kick-off)
But yeah,
19:45
S…
Speaker 2 (TGD Kick-off)
you're right, we do touch upon some
19:50
S…
Speaker 2 (TGD Kick-off)
of this stuff.
19:51
S…
Speaker 1 (TGD Kick-off)
The other thing that is obvious that
19:55
S…
Speaker 1 (TGD Kick-off)
occurs to me is that we're often...
20:00
S…
Speaker 1 (TGD Kick-off)
Sips, Take Me and Em,
20:01
S…
Speaker 1 (TGD Kick-off)
Brompton,
20:03
S…
Speaker 1 (TGD Kick-off)
keep going.
20:04
S…
Speaker 1 (TGD Kick-off)
We're often the first time they've ever used an external voice
20:09
S…
Speaker 1 (TGD Kick-off)
or consultant.
20:09
S…
Speaker 1 (TGD Kick-off)
So Hiscox will be 40 years old next year,
20:13
S…
Speaker 1 (TGD Kick-off)
Hiscox Foundation.
20:14
S…
Speaker 1 (TGD Kick-off)
I would almost guarantee they've never had,
20:18
S…
Speaker 1 (TGD Kick-off)
they've just got on in their own way.
20:21
S…
Speaker 1 (TGD Kick-off)
They've never thought bringing in a consultant to help them
20:25
S…
Speaker 1 (TGD Kick-off)
think about their strategy or their intelligence.
20:29
S…
Speaker 1 (TGD Kick-off)
So that happens again and again.
20:31
S…
Speaker 1 (TGD Kick-off)
Maybe not every time,
20:33
S…
Speaker 1 (TGD Kick-off)
but like me and Em,
20:35
S…
Speaker 1 (TGD Kick-off)
11 years old,
20:36
S…
Speaker 1 (TGD Kick-off)
they've never thought,
20:38
S…
Speaker 1 (TGD Kick-off)
probably never thought that anyone was there that cared or would get
20:42
S…
Speaker 1 (TGD Kick-off)
involved.
20:42
S…
Speaker 1 (TGD Kick-off)
So it's like a new market.
20:44
S…
Speaker 1 (TGD Kick-off)
The one thing we've never done
20:48
S…
Speaker 1 (TGD Kick-off)
is looked at the competition and done some analysis
20:52
S…
Speaker 1 (TGD Kick-off)
of who they're working with,
20:54
S…
Speaker 1 (TGD Kick-off)
because a lot of that data is out there.
20:56
S…
Speaker 1 (TGD Kick-off)
and targeted anyone who has worked with us.
20:59
S…
Speaker 1 (TGD Kick-off)
We did win.
21:00
S…
Speaker 2 (TGD Kick-off)
Because there are a lot of briefs that never see
21:04
S…
Speaker 2 (TGD Kick-off)
the light of day where you find to appear that a woman who was appointed to create
21:08
S…
Speaker 2 (TGD Kick-off)
the Jackie O 'Landrow Foundation somewhere in a dark room they decided that we were
21:12
S…
Speaker 2 (TGD Kick-off)
going to launch a foundation and possibly in the same way that we ended up with work.
21:17
S…
Speaker 2 (TGD Kick-off)
But they definitely would demand us on the internet.
21:19
S…
Speaker 1 (TGD Kick-off)
Yeah.
21:20
S…
Speaker 1 (TGD Kick-off)
And we're not very good at winning.
21:25
S…
Speaker 1 (TGD Kick-off)
When we have pitched,
21:27
S…
Speaker 1 (TGD Kick-off)
we've pitched two or three times in the last 12 months.
21:29
S…
Speaker 1 (TGD Kick-off)
It's a decent effort in some of those.
21:34
S…
Speaker 1 (TGD Kick-off)
When we do pitch,
21:37
S…
Speaker 1 (TGD Kick-off)
we don't.
21:38
S…
Speaker 1 (TGD Kick-off)
We win.
21:40
S…
Speaker 1 (TGD Kick-off)
That could be because of that big thing shell.
21:44
S…
Speaker 1 (TGD Kick-off)
There was somebody lined up for the role,
21:48
S…
Speaker 1 (TGD Kick-off)
and it wasn't us,
21:49
S…
Speaker 1 (TGD Kick-off)
but they had to pitch.
21:50
S…
Speaker 1 (TGD Kick-off)
So we sometimes come against effectively a procurement.
21:54
S…
Speaker 1 (TGD Kick-off)
stalemate where the procurement is saying you must get two or three interesting pictures.
21:58
S…
Speaker 2 (TGD Kick-off)
So that's interesting.
22:01
S…
Speaker 2 (TGD Kick-off)
I've made a note of that because I think we
22:05
S…
Speaker 2 (TGD Kick-off)
could do a really interesting workshop once the website is
22:10
S…
Speaker 2 (TGD Kick-off)
done or during the website around that because one of the things I did in one
22:14
S…
Speaker 2 (TGD Kick-off)
of my previous jobs,
22:15
S…
Speaker 2 (TGD Kick-off)
the one that I mentioned with the Floreat stuff is I
22:19
S…
Speaker 2 (TGD Kick-off)
really worked on our...
22:21
S…
Speaker 2 (TGD Kick-off)
pitch win rate and it wasn't that complicated
22:25
S…
Speaker 2 (TGD Kick-off)
it was just about like sitting down and figuring out a few things and brainstorming
22:29
S…
Speaker 2 (TGD Kick-off)
the kind of how do you
22:32
S…
Speaker 2 (TGD Kick-off)
How do you increase that win rate?
22:34
S…
Speaker 2 (TGD Kick-off)
At the time we were applying for everything and getting nothing.
22:38
S…
Speaker 2 (TGD Kick-off)
It was a mix of we got better at it and also we
22:42
S…
Speaker 2 (TGD Kick-off)
were a bit more precise about what we could.
22:44
S…
Speaker 2 (TGD Kick-off)
And we were not afraid to say no.
22:47
S…
Speaker 2 (TGD Kick-off)
I mean that's an oversimplification of what happened but basically by doing that we really turned
22:51
S…
Speaker 2 (TGD Kick-off)
it around massively to the point where we were winning 80 % of our pitches.
22:56
S…
Speaker 2 (TGD Kick-off)
we reduce them greatly and we're targeting the right thing.
22:59
S…
Speaker 2 (TGD Kick-off)
So I think that's an interesting little thing to think about in terms of wider
23:03
S…
Speaker 2 (TGD Kick-off)
strategy.
23:04
S…
Speaker 2 (TGD Kick-off)
And the reason I bring this up is not
23:08
S…
Speaker 2 (TGD Kick-off)
because I'm trying to get extra work necessarily,
23:10
S…
Speaker 2 (TGD Kick-off)
but it's because if you're going to go through this process of having the new website...
23:15
S…
Speaker 2 (TGD Kick-off)
There's probably a bunch of stuff that also comes with it on the side that needs
23:20
S…
Speaker 2 (TGD Kick-off)
to evolve to make the most of it because otherwise it's,
23:23
S…
Speaker 2 (TGD Kick-off)
you know, it's like also the idea of launching
23:27
S…
Speaker 2 (TGD Kick-off)
a new website.
23:27
S…
Speaker 2 (TGD Kick-off)
It will have an impact.
23:29
S…
Speaker 2 (TGD Kick-off)
It will do stuff in a perfect world.
23:32
S…
Speaker 2 (TGD Kick-off)
You kind of keep going on a regular basis,
23:34
S…
Speaker 2 (TGD Kick-off)
optimizing your keywords,
23:35
S…
Speaker 2 (TGD Kick-off)
tweaking things,
23:36
S…
Speaker 2 (TGD Kick-off)
you know,
23:37
S…
Speaker 2 (TGD Kick-off)
as you move forward to give yourself a better chance of maximizing
23:42
S…
Speaker 1 (TGD Kick-off)
that.
23:43
S…
Speaker 2 (TGD Kick-off)
But once again,
23:44
S…
Speaker 2 (TGD Kick-off)
and this is not a conversation about pitching future work,
23:47
S…
Speaker 2 (TGD Kick-off)
you guys can do that yourself,
23:49
S…
Speaker 2 (TGD Kick-off)
you know, once we've reached the end of this process,
23:51
S…
Speaker 2 (TGD Kick-off)
but I was just saying,
23:52
S…
Speaker 2 (TGD Kick-off)
it is something that probably needs to be done for this not to be a
23:56
S…
Speaker 2 (TGD Kick-off)
kind of, you know,
23:57
S…
Speaker 2 (TGD Kick-off)
exercise in,
23:58
S…
Speaker 2 (TGD Kick-off)
oh look, we've got a pretty new website,
23:59
S…
Speaker 2 (TGD Kick-off)
great, but you know,
24:00
S…
Speaker 2 (TGD Kick-off)
we don't have to do that.
24:02
S…
Speaker 1 (TGD Kick-off)
Yeah, because I wonder if we look back at the pitches that we
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