Exercise 2: Do you know who your customers are?
 
1 Make a list of your top five clients.
2 Create a worksheet with six columns. Label each column in the following way: (1) Client (2) Valuation/Sales Volume (3) Contribution to Financial Capital (4) Contribution to External Structure (5) Contribution to Internal Structure (6) Contribution to Individual Competence
3 In the Valuation column, give one tick for each client that:
  • has own growth higher than the average customer
  • gives active referrals
  • is willing to act as a reference
  • has BIG projects (more than two employees or overlapping specialties)
  • senior executives generally learn from
  • employees and younger professionals generally learn from
  • comes with NEW and intricate problems that can leverage a new specialty
  • is in one of our priority specialty sectors
  • is profitable (> 1st quartile)

In all other columns, comment how this particular client contributes to your intangible assets.
(See example and accompanying analysis.)
4 Finish this exercise by renaming the Valuation column "Sales Volume" and replacing the ticks with the sales volume of that particular customer.
(See example and accompanying analysis.)
TRY IT NOW!
Client Valuation/
Sales Volume		 Contribution to Financial Capital Contribution to External Structure Contribution to Internal Structure Contribution to Individual Competence

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