Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Business, Clients, Communication Strategy, Complicity, Confidence, Conformity, Consultants, Craft, Creative Brief, Creative Development, Creativity, Experience, Fulfillment, Management, Marketing, Marketing Fail
I’ve been around.
I’ve been doing this strategy thing for longer than many who read this blog have been alive.
And of all the things I’ve learned, one of the most valuable has been to never doubt the importance of having a good client.
To be clear, a ‘good client’ doesn’t mean they never challenge you. Or place high expectations on you. Or resist the urge to add pressure to what needs to be done and by when.
The reality is good clients do all those things. The difference is how they do it and why.
Because a good client acts as a proper partner.
They take responsibility for what they need to make happen.
They calm and control the internal noise, voices and opinions.
They share your ambition for the work, not just for the desired impact of the work.
They welcome, encourage and invite truth and transparency.
They remove the barriers and fears that stand in the way of making something great.
The don’t blame, shame or complain – they stay the course and know when to get involved and, just as importantly, stay out the way.
They never dictate … because they’re always clear with what needs to be done and why.
And if things change, they tell you early and transparently.
Plus you know they will have done what they can before that situation occurred.
They always listen at least as much as they talk.
They brief with an actual document not just a casual conversation.
They give feedback that is objective rather than just subjective
They don’t let internal processes stand in the way of opportunities that come their way.
They trust you and your expertise and look for the best rather than seek out the worst.
And they never, never treat you like you’re a servant, commodity or low-level employee.
They do all those things.
All of them. All the time.
Which is why you can have all the processes in the world …
You can have all the systems, data, structures and efficiency tools …
But not one of those comes close to what a great client can deliver and do.
For the work.
For the business.
For the customers and employees.
And for making sure you do everything you can to given them the work of their lives.
We don’t talk about this enough.
And we certainly don’t teach it or train it.
Instead, we keep hearing how we must adhere to a singular process or format, regardless of category or context, even though it has often been created by people who have never made anything of note and if they have, in one area and one area only.
You can tell who they are because they love to sound like they are business liberators when – as I’ve said many times – they’re far more like insurance salesmen.
And that’s find if you want that sort of thing – but often that is never how it is sold. Now of course I understand there’s huge costs and risks associated with creativity and marketing … but there’s a major difference between playing to win and playing not to lose … which is why there’s a huge difference between a client who uses process and deliverables as a stick and those who operate via transparency, taste and trust.
And for those of you who don’t think one person can negatively – or positively – influence the output of a corporation, even if they have built an approach and format that has been tested over years, I refer you to the quote by the Dalai Lama.
“If you think you are too small to make a difference, try sleeping with a mosquito”
We need more training from the people who have made great things happen and over again …
Actual things, not just theories, self promotion or