Nick Goode

Choose your tools wisely. Website platforms, email/office tools, CRM etc. It's easy to get quickly bogged down in systems that don't work well together, or that you just don't like (Office in my case!). Get simple process right from day 1, you won't have time to fix it down the line and it creates process debt that weakens your outcome.

One of the biggest advantages of freelance work is the support from other freelancers. Learning every day from them, how they source and win clients, how they grow pipeline, connecting them to experts who will help their business to grow. This way, you will also be recommended. Don't underestimate the unique knowledge and skills that you have. A small new skill that you learn or share can deliver results, fast. Get free training - it's everywhere - on what matters, from AI to Diversity to Compliance.

Engage engage engage. There is zero excuse for not signalling progressing, keeping in contact, supporting others, sharing progress updates. Do not be shy in requesting follow-ups from people who said they would get in touch. Provide details like Calendly links, the channels you use - just make it easy for your audience to engage with you. Be positive, factual and precise.

Diarize absolutely everything - including non-work items like exercise, family duties, admin. Takes two clicks to delete or reschedule. Seeing everything on a calendar enables you to prioritize, immediately realize when you are over-loaded and need to create gaps. Definitely include down time in the diary!

I'll comment from the perspective of brand research. Typically, the vendor seeks to nail their purpose in a succinct, clear and engaging way. Think of this as the first principle. By highlighting key insights, always bring the finding back to the first principle, to the why. If a finding does not tie back, then consider excluding it from the outcome. Highlight patterns in the research that show repetitive themes that lead to the a-ha moment, the words and images that encapsulate the brand. Once the brand overhaul is live in market, remind participants of the why. This is also a good test of whether the change has actually landed. When key stakeholders repeat the why often, you've nailed it.

Who is the audience? There may be multiple audience member types, and they may be very different from one another. For example, in the crypto industry, the audience may include advanced crypto traders, exchanges, blockchain technology providers as well as institutional clients, regulators, prospects and potential employees who may or may not be crypto experts.