26 ◾ Odyssey—The Business of Consulting
and action orientated, helpful, and collaborative. Above all, he is open
to change, learning, and growth.
What Is My Ideal Client Looking for?
He wishes to capitalize on his gain potential and to reduce his potential for
losses. In addition, he wants to leverage market opportunities, innovation,
new product development, cultural change management, strategic initiatives,
and more. He is often unclear or inarticulate, but he knows what is required
when it is revealed to him. He is looking for a strategic solution.
When Is My Ideal Client in the Market?
There are a range of triggers here. An “if not now, when?” moment can arise
as a result of an external shock. Frequently, there is frustration in relation to
the slow pace of change or growth relative to the potential. For the entrepre-
neurial mind, the moment is always now.
Where Do My Ideal Clients Find Me?
The EB is a key point of contact for new clients. In addition, professional
introductions and referrals from other Ideal Clients represent a pipeline for
new business.
Why Will My Ideal Clients Engage Me?
The reason is, first, because of a meeting of minds and philosophies. There
is an acceptance that they themselves cannot do what needs to be done
because they are part of the problem or challenge. In other words, they are
too close to the situation to maintain an objective perspective on the big
picture. There is a sense of relief that they can partner and collaborate with
a credible expert.
How Will We Work Together?
By building trust in a series of incremental stages, showing the way to the
achievement of clearly defined objectives, as defined by the Odyssey Arrow
(Figure 2.2).