ORIGIN does not chase every opportunity. This section tells you where we focus and introduces the idea we open every client conversation with: the cause for change.
This act is for every team. The Growth Team represents ORIGIN, finds leads, understands the client's real problem and closes the deal. Every one of us understands the whole company and can speak for it.
Your part, wherever you sit: if you hear of an opportunity, tell the Growth Team the same day. You do not pitch: you make the introduction. A price is never yours to give.
The cause for change
A cause for change is the reason an organisation must change now and cannot keep working the way it did.
How every client conversation opens
Why Saudi Arabia
Saudi Arabia is our primary market, where most of our clients are, and the one this act is about. ORIGIN delivers from Riyadh, Beirut and Dubai, with team members in Egypt, Syria and Pakistan.
The country's own cause for change is Vision 2030, the national plan to diversify the economy, which means growing it in many different areas, and to open the Kingdom to the world.
Before any meeting, write one sentence: "This organisation has to change now because...". If you cannot finish it, do more homework before you walk in.
Tomorrow you join the Growth Team in a meeting with a possible client. You cannot finish the sentence "This organisation has to change now because...". What do you do?
Before any meeting, the sentence is yours to write.
If there is no cause for change, there is no work for us.
Who we serve, and the three signals
An ICP is an ideal client profile: the kind of organisation ORIGIN is built to serve.
Who we serve
We have two primary ICPs, real estate and ICT, which is information and communications technology.
We serve the public sector.
We partner with consultancies.
A few other sectors are secondary.
Each has its own section next. In this act, a developer is a real estate developer: a company that plans, builds and sells property.
The three signals of an ORIGIN client
Unsure whether a lead is right for ORIGIN? Ask the Growth Team. When in doubt, ask your line manager.
A developer is becoming a corporate, a large company run in a formal way. The budget for a new brand is agreed, and last year's plan has not been carried out. What do you see?
Transforming, committed, and a plan that is not being carried out.
No cause for change, no ORIGIN deal. We work where change is required, not where it is optional.
Before you move on
Three questions before you move on. Type your answer, send it, then check it.
Your answers stay on this device.1A possible client asks for a quick rebrand. What do you need to know first?
The answerWhat is changing in their world, and why they must change now.
2What is Saudi Arabia's own cause for change?
The answerVision 2030, the national plan to diversify the economy and open the Kingdom to the world.
3What are the three signals of an ORIGIN client?
The answerTransforming, not maintaining. A committed budget, not exploratory. A visible execution gap.
Homework first.
That is what obsessed looks like. Next: real estate.