brandknewmag.com
14
From my days at the management consulting firm Accenture,
where I typically worked with the same client on the same
project for months, to my current role at the mobile platform
Blippar, where I work with many different brands, I’ve been
fortunate enough to observe the ins and outs of both the
corporate and startup worlds.
While it’s obvious to outsiders that the processes at large
corporations are much different than the typical culture
at startups, I’ve found that you can’t assume the standard
practices and protocols will always apply. In fact, you might
be surprised to learn that not everything you’ve believed about
corporations is true. Here are five myths that startups should
be aware of--and work to overcome--when collaborating
with the big guys.
MYTH #1: STUNNING POWERPOINT
PRESENTATIONS ARE REQUIRED TO
WOW THE BRAND AND RECEIVE BUY-IN
FOR MY OFFERING.
Reality: There’s some truth to this, as there are corporations
that embrace PowerPoint gurus who spend weeks creating
detailed iterations of a deck that tells the value proposition
story from beginning to end. I know this from experience, as I
once clocked in 63 versions of a 76-slide deck when helping
one corporate strategy team years ago.
However, PowerPoints can only get you so far, and the value
of slick graphics and process flow diagrams is deteriorating.
Amazon is one company that realized this early on, and
I recall a ban on PowerPoints for any presentation during
my internship there; a Word document (no longer than five
pages) was required instead.
Change is a good thing, and I’ve often found that corporations
react positively to a presentation that’s different from the
norm. I’ve been known to bring in a Wheaties box and simply
demo our app right off the package to show our clients how
we can help them. By taking the road less traveled, you’ll
create something memorable that stands out from the rest.
MYTH #2: ONLY THE BRAND’S
INTERNAL TEAM MEMBERS OR
STAKEHOLDERS MATTER WHEN
CREATING NEW INITIATIVES.
Reality: First, while you do need to invest in certain internal
teams and stakeholders, it’s very common for large
corporations to reorganize and shift personnel around--so
your main brand contact one day may suddenly move to
another division or firm tomorrow.
More importantly, you need to invest your time with the brand’s
advertising agencies end- Ѽ