JW Way Fundamental #4: Walk in your client’s shoes. See the world from their perspective. Empathize by understanding their fears and concerns and showing you care. Ask, “If I were in their shoes, what ...

To this day when I think back on it, I am floored: When Apple released the first iPhone 14 years ago, there was no manual in the box. Today, we don’t think twice about unboxing any smartphone and ...

Risk is a vast and vitally important topic. We shall return to it periodically, but for now, this series is our primer. Like many hot buttons, the perspective on risk differs according to who you ask.

Presenting a clear, presentable plan to clients starts with understanding the context and framework of their goal. Giving clients useful information that is relevant to their plan may still not ...

The most common first question I get asked about loyalty and relationship marketing is “What should my company do?” My reply is almost always, “Well, what do you need?” That is, what trend, change, ...

Even the most effective outside ­counsel can have too narrow a vision of her relationship with a general counsel. The "standard vision" is ­focused on continued maintenance of the relationship ...

Approaching our agency’s 30th anniversary this year, I’m reflecting on the art of building high-value client relationships. Don’t get me wrong, new clients are always a priority for Trademark, but ...