In the most recent episode of Mad Men we meet up again with our protagonist Don Draper, going through the motions of showing up to work. On time. Saying the proper hellos, then walking into his office and shutting the door.

Don has lost the trust of his partners. He has no work. He is bored. He sits in his office  and waits. For something. Something to happen. Waiting for the phone to ring.

When the call comes, from Peggy Olson, his former underling — not a mentee — he is insulted. He is being asked to do a job several rungs down the ladder.

But Don has yet to rehab his reputation. He is still on the outs with his partners who are unwilling to fire him. So he just sits in his office collecting a very large check.

Don, being Don, scoffs and gets rip roaring drunk. He causes chaos.

The work he wants, he cannot get. He has not earned back the right. He can see the future, it’s computers, but he cannot touch it.

Freddy Rumsen, his sober friend and ghost copy-writer, who has yet to repair all the damage he caused in his drunken days, tells Don to “just do your job.”
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question markFor quite a while now I keep telling attorneys in my firm that we need a Pete. For those of you who do not watch Mad Men, Pete Campbell is the head of accounts and a partner at Sterling, Cooper, Draper and the other guy. His job is to go out, find the business, wine and dine (and throw in a whore house or two) the clients. He is not an ad man. He’s a BD (business development) guy. Client services professional. And his role to the firm is key in their success:

  1. He finds the client.
  2. He is a bridge between the client and the creative team.
  3. He keeps the client happy and coming back for more.

Once Pete interests a client in the firm, he then introduces them to Don Draper, one of the agency’s partners and senior creative directors. Don then starts to get the potential client interested in the pizazz of what an advertising campaign run by him would look like. Once they get the green light to prepare a formal pitch, Don then brings his team together. Peggy, the head copy writer, and on her way to becoming a partner, along with the media buyers, art directors, and junior copywriters. They then work together to pull the pitch together and present to the client.

We need a Pete
Advertising Agency – New Business Flow Chart

Nothing about this flow chart is unique. Accounting and other professional services businesses are run this way. They all have a Pete.

Law firms? For the most part, we don’t have a Pete. And our flow charts for new business doesn’t look like their process at all.
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