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The Art Of Konnecting: Hooking Up a Former Client

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What do you do when you have an opportunity for a former client to get a huge hit on a major talk show? Yes, I said former. Answer: You do it. How and why it happened is a lesson in doing the right thing without concern for money.

At K2, we work with top media where our Konnections are deep and personal. At this particular show, we had had a few recent opportunities and one such opportunity unfortunately had come and gone because our current client could not see it to fruition. The producers knew I was disappointed. So when the show had something new they felt would still relate to another client, which happened to be this former client, they reached out. This is where our Konnections REALLY matter to our clients. The media knows K2. They know me. They also knew this former client had missed the cut for a previous show but if they could deliver this time, they were ON. They just didn’t know this was a former client.

What to do? I wasn’t going to get paid nor would I ask for money. On the one hand, I could just say, “I don’t work with them” and that would be that. If I passed, told them to contact the company directly, or said I did not work with them anymore, the producers would just go somewhere else. On the other hand, if I passed it along, we would be helping those producers not just a former client.

I realized then the question wasn’t, “What should I do?” but “What is the right thing to do?” What would I want someone to do for me? The answer was easy: Do right by the show, my friends the producers, the former client, K2 and myself. So what if this former client did not exactly end our working relationship with much warning. We had still parted on good terms. The answer was clear, service the media.

I wrote my contact at the former client who happened to be online on a plane sitting next to the CEO. She got approval right then and there.

Sometimes P&L and balance sheets take a backseat to what is right and set you up for some karma kickback in the future.