Author Blair Enns highlights what he believes are the 12 proclamations every professional creative firm should follow when they want to start running a successful practice. 

The 12 Proclamations:

1. We will specialize 
2. We Will Replace Presentations with Con...

"If we are not seen as more expert than our competition, then we will be viewed as one in the sea of many and we will have little power in our relationships with our clients and prospects."

We Must

1. Choose a focus.
2. Articulate that focus via a cons...

"We will break free from our addiction to the big reveal and the adrenaline rush of putting ourselves in the win or lose situation of the presentation. Until we break ourselves from this addiction we will never get rid of the pitch."

We Must:

1. Establish the rules of colla...

"Well it is common practice in the creative profession to prescribe solutions without fully and accurately diagnosing the problem. In almost every other profession such a sequence would render the professional liable for malpractice. Too often we are guilty ...

"The first thing we must understand if we are to approach selling properly and respectfully, is that the client's motivation and by necessity our role as a salesperson evolves as he progresses through the buying cycle."

To sell we must:

1. Help the unaware.
2. Inspire ...