ABSTRACT
Just before I started to write this chapter, I had the pleasure of a wonderful lunch at my club, the British Academy of Film and Television Arts (BAFTA) in Piccadilly, London, with a great friend of mine, Lena Robinson. Lena is one of the most gifted business development and sales professionals I have ever worked with, when we were together at WPP, and she now runs an incredible business development powerhouse for agency entrepreneurs called KiwiGirl. Lena is an inspiration for ideas and new ways of thinking. And she shared something very special that I wanted to share with you too. She said: ‘People don’t buy what you do, but why you do it.’
