{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Align with Clients to Impact the World","description":"Chris Yoko is President and CEO of Yoko Co, a digital marketing firm that focuses on working with organizations that have a passion or purpose beyond mere profit.  Why would a marketing agency choose to work with that \u201cslice\u201d of the business landscape? In 2014, Chris\u2019s small team questioned why they loved working with some clients . . . and others . . . not so much. Their newly-formed Advisory Board challenged each member of the team with two questions: \u201cWhat do you want to accomplish with your life?\u201d and \u201cWhat are you living for?\u201d  You may ask, \u201cWhat do personal questions like these have to do with a business\u2019s operations?\u201d As it turned out in this case . . . Everything. What Yoko discovered was that each member of his team shared a vision similar to his own: that each, in their individual lives, wanted to make an impact on the world.  A marketing agency typically has a list of strategies and services designed to promote its client companies\u2019 messages, enhance awareness of its client companies\u2019 capabilities, and improve its client companies\u2019 bottom-line results. Yoko Co. did not have a world-changing message itself. And, as is the case with most agencies, it did not interface on its own behalf with \u201cJoe Public.\u201d How could the agency channel this newly-identified passion? Yoko and his team discovered that they could have an \u201camazing amplifying effect\u201d on the impact the agency\u2019s clients made on the world\u2014but only if the agency and its clients were philosophically aligned. If Yoko Co. wanted to make a difference in the world, the agency had to work with companies that wanted the same thing.  In order to align the company with its employees \u201cpassion,\u201d the 25% of clients that lacked that passion, \u201cto impact the world,\u201d had to be \u201cfired,\u201d but diplomatically \u2013 a process that took about 3 months. Yoko handled the \u201cbreakups\u201d in such a thoughtful and supportive manner that two of the \u201cdismissed\u201d clients referred new clients that were a good fit for Yoko. Once the \u201chousecleaning\u201d was complete, free time increased 40-50%. For the remaining clients, who were a \u201cgood fit\u201d? Yoko has been able to produce industry-leading results. To find out more about this journey or to contact Chris, check out his company\u2019s website at: yokoco.com or his personal site at: chrisyoko.com. ","author_name":"The Marketing Agency Leadership Podcast","author_url":"http:\/\/spinutech.com","html":"