More than Words: Utilising communication strategies to unlock Clarity - Javier Santana - S2 Ep.17

In this episode, we're joined by Javier Santana, Co-Founder at Launch, a trailblazing Digital and Creative Services agency. Javier seamlessly merges innovation and experience to drive businesses toward his goals. Alongside his professional pursuits, he contributes to the advisory board of the Atlanta Community Food Bank's Hunger Walk Committee and co-hosts the illuminating webcast, SpeedBumps Live. In this conversation, he imparts wisdom on agency relationship management and impactful cross-level communication.

Discussion Points - 

• What sort of bogus myth, strategy, or misconception would you like to set the record straight on? 5:19
• What strategies or approaches have you found to be effective in genuinely attracting customers and fostering the growth of a successful agency? 6:41
• Could you share how your agency is structured?  9:17
• How do you personally manage boundaries, both individually and for your team, in client relationships? 12:09
• Could you discuss your agency's setup, positioning, customer engagement, and how your processes have evolved over time? 19:45
• Can you describe your agency's discovery process after the initial client meeting, including budget, project type, and addressing their specific needs? 26:48
• How did you transition to your current positioning? Do you position yourself as a specialist for specific reasons, or as a generalist? How did you navigate this journey? 30:07
• What led to your three attempts at running agencies, and why did the current one succeed? 36:29
• If you could advise your 20 or 25-year-old self, what would you say? 42:07
• What's exciting you about the future? What are you looking forward to? 45:04

Show notes - 

• The reality is that you have to genuinely be a good client partner when working on projects, whether they're valued at $200 or involve simple tasks. You just need to be someone who is willing to listen and ensure that you provide the proper guidance for your customers or clients. 7:01
• During the time when I was managing agency relationships, I learned a valuable lesson: if you don't have something to contribute, avoid coming to the table. 10:16
• I don't set up boundaries when it comes to that client's stuff. I will not text my client at six o'clock on a Saturday, but if they text me, I will respond. Not because I feel like a slave to the system, but because this is what I love to do. 12:24
• Communicating with different people on different levels and understanding how their choice of communication is extremely important on every level, whether you're talking to an executive or you're talking to a user. 16:41
• When working with clients, we function as an extension of their team, not just as a vendor. We ensure that we establish this close partnership, collaborating hand in hand. 21:14
• You need to understand who the client is before the conversation even begins. It's about being respectful of their time and understanding their situation. Are they dealing with recent layoffs? What challenges are they aiming to overcome? This way, you could come in with an idea. 27:51
• I don't believe in 'fake it till you make it,' not in the sense of pretending we can do anything. Signing a deal and then scrambling to assemble an unfamiliar team, potentially putting the project at risk – that's like wearing a pie on your face after betraying someone's trust with a lie. 31:27
• I want to be known as someone whose company consistently delivers the finest work. Our team comprises the most excellent talents and partners, and that's what I strive for. 36:05
• Somebody recommended the book 'The E Myth,' the entrepreneurial myth. I bought it, read it, and while flipping through the pages, I thought, yep, made that mistake. Yep, did that too. But with this little book, I could have skipped those mistakes. So, lesson one is to learn from other people's mistakes so you don't make them. 38:51
• Focus on the things you're passionate about because those are the areas where you'll excel, driven by your unrelenting obsession with them. 44:25

Myth Busted - "If you build it, they will come” - Just creating something will make customers come to you automati