One of the questions I’ve been asked more than any other is how do I tell clients what is wrong with their brand.
The first time this happened, I kept asking for clarification because I couldn’t work out what they were asking.
But over the years, it has become apparent that to some, offering clients honesty and transparency is seen as potential threat to the business rather than creating the foundation to answer what is needed.
For me, giving clients honesty and transparency is a demonstration of how much you want them to win.
How much you want them to win, better.
That doesn’t mean you have to be a dick about it, but it does mean you have to be open about how you see it … and in my experience, if you do it in a way where they understand your reasoning and your ambition for them, then more times than not, it’s welcomed.
That doesn’t mean they will agree with you, but it’s amazing how much respect they’ll have for you … because frankly, they’re surrounded by people who tell them what they want to hear and so someone coming in and saying, “actually, we have a different view on this situation to you” is a breath of fresh air.
Hell, even if they hate what you say, you’d be amazed how many times they’ll remember you. I can’t tell you the amount of times people I once pitched for and lost have come back to me/us at a later date.
But I get it can be daunting, even more so if your bosses are saying. “just do what they want”, which is why the next time you’re in this situation, I encourage you to look at the photo at the top of this post.
That photo is Pablo Escobar.
Columbian drug-king Pablo Escobar.
And yes, that photo is him with his son outside the White House, taken when he was the US Government’s most wanted criminal.
So if you think telling a client how to be more successful requires confidence, imagine what it takes to have a photo with your son outside the building where the President of an entire country wants you dead?
Not so hard now is it?
Have fun …