Get The Biggest, Best and Brag — by Dan Lynn
By Dan Lynn
Early in my career I remember someone saying "Marketing 101 – Get The Biggest, Best and Brag". This meant to do whatever it takes to get the best brand name companies on your client list and brag that you have them. The theory was that, as a result of the client list, your company would have instant credibility. This would start a "snowball effect" – driving other top brands.
How true it is.
In the early days we spent most of our energy fighting for credibility. It was so hard when we didn't have any brand name clients or case studies – even though we knew our stuff. However, the moment we had an impressive client list, things started to change. We didn't have to spend as much time fighting for credibility and doing long-winded capabilities overviews. Our client list spoke for itself and provided all of the credibility we needed. Time was better spent discussing business challenges, potential solutions, and the structure of a working relationship.
The bottom line is that brand name clients help drive other companies in the door, help you acquire the best talent, and provide a lot of leverage in partnership discussions. The good news is that prospective clients finally started calling us. Hell, even VCs started calling us!
So, be as aggressive as you can to nail your initial big, branded clients – even if the deals are small. Bragging about those brands makes all of the difference in the world. Soon your phones will be ringing off the hook.
Questions this Key Learning answers
How do I build credibility when my company has no case studies?
Dan Lynn’s lesson is to pursue an initial well-known client as aggressively as possible, even if the first deal is small. The author found that a recognizable client list reduced the need for long capabilities presentations. Our analysis adds that securing logo rights, a reference, and a publishable case study can turn that early account into visible proof.
Should I accept a small deal with a well-known client?
The author argues that a small deal can be worthwhile when it puts a respected brand on the client list. Its value may extend far beyond immediate revenue by adding credibility and attracting similar buyers. Our analysis says the opportunity is strongest when the agreement includes permission to use the logo, obtain references, and publish a credible success story.
Why does landing one big-name client make sales easier?
According to Dan Lynn, recognizable clients allow the client list to speak for itself. Instead of repeatedly proving basic credibility, conversations can move toward business challenges, possible solutions, and the working relationship. The author also found that branded clients helped attract other companies, talent, partners, and investors, creating the snowball effect described in his early marketing lesson.