When traditional outreach for a licensing deal failed, Dr. Holman had 80 patients send personal Christmas cards to the CEO of Boehringer Ingelheim. The highly personal, non-digital approach bypassed corporate handlers, landed directly on the CEO's desk, and secured a meeting within a week.
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Green first attempts to resolve issues with corporations like pharma companies through private channels. He finds this less confrontational and often effective. Public campaigns are a last resort when private conversations fail to produce change, a tactic other advocates can model.
The pharmaceutical industry is often misunderstood because it communicates through faceless corporate entities. It could learn from tech's "go direct" strategy, where leaders tell compelling stories. Highlighting the scientists and patient journeys behind breakthroughs could dramatically improve public perception and appreciation.
A consultant targets Fortune 500 CEOs in crisis by sending a personalized samurai sword. This physical, bold, and perfectly timed gesture is so unusual and relevant to their high-stakes situation that it virtually guarantees a response, cutting through the noise of traditional digital outreach.
To secure a critical partnership with Beyond Meat after another deal collapsed, Emma Hernan didn't use traditional channels. She systematically reached out to every account Beyond Meat followed on social media, correctly assuming this network contained employees or close connections, and successfully landed the deal.
In an era saturated with AI and automation, high-touch gestures create a competitive advantage. Sending a physical birthday or Christmas card, which requires genuine effort, stands out dramatically from automated messages and builds a memorable human connection.
When direct outreach to potential sponsors fails, use unconventional channels. To land a key partnership, Millie couldn't find the right contact, so she messaged the company's customer support. They eventually routed her to the correct person, proving that the "third door" is often effective.
The initial contact with McDonald's wasn't a formal process. A contact randomly sent the CMO's number, and the founder's persistent but friendly follow-up via text and calls secured a meeting, leading to their first major enterprise deal, all while bootstrapped.
An author sending direct mail bypasses the C-suite and targets the specific person who manages the relevant program. This individual is the actual user and decision-maker, receives less unsolicited mail than an executive, and is more likely to appreciate and act on a highly relevant offer.
AI outbound tools pull from the same databases, hitting the same people with similar messages. To stand out, go fully manual. Research individuals, send unique, short messages, and target people not in common databases. This "back door" approach is more effective for high-value deals.
At year-end, write and mail thank-you letters to people who impacted you. In an era of overflowing inboxes, physical mail has a near 100% open rate. It's a powerful and memorable way to cut through the noise and plant seeds for future relationships.
