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The 70:30 Squared Rule
In your first meeting with a potential client, your aim should be for the client to speak 70% of the time, and you speak 30% of the time.
And of the 30% of the time that you are speaking, 70% of that should be you asking questions, and only 30% of that 30% should be you making declarative sentences about your firm, your background, your relevant experience.
The goal of this first meeting is to learn enough about the client’s situation such that you can craft a compelling proposal.
It is hard to learn when words are coming out of your mouth.
It turns out that clients don’t actually care about your case studies (even thought they may ask about your relevant experience.)
What they care about and want to talk about is their problem.
You can buy this or any of my shirt designs, or even better, create your own, on Zazzle.
Side note: If you have the opportunity, get to the Ruth Asawa retrospective at the Museum of Modern Art, absolutely exhilarating. I only knew of her work from her wire sculptures on the 2020 U.S. stamps. Experiencing the range of her art was deeply joyful and inspiring. The show runs through February 7, 2026.
