First, invest in and build face time between team members long before they are required to appear together: 'overnight sensations' are often carefully rehearsed and that 'face time' builds mutual trust, which can be contagious to clients.
Second, evolve your 'songs', bringing the same level of new perspectives and enthusiasm to the 100th meeting with clients as to the first.
Third, help team members to shine by giving them a 'song'. Giving the younger members of a team a project that makes them feel good in their own right helps keep them motivated.
Last, put diverse professionals on the same team, mixing specialists with generalists, and foster friendly competition. Lennon and McCartney were very different characters and talents, but they were both generalists; George and Ringo were specialists, who developed their own recognisable sounds.
The Beatles principles
Strategy & Business, Spring 2006.
Review by Steve Lodge