Our CEO and member of the Forbes Agency Council, Ryan Cassin, was invited to share his thoughts about what to do when a client presents a seemingly impractical idea. Read the full article here.
You’ve heard it said countless times: “The customer is always right.” But sometimes, that’s simply not true. When you follow every single idea your client has—even the bad ones—the final products the clients get won’t have the impact they could have had.
But even the haziest “let’s do this” ideas sometimes have kernels of greatness within them; you just need to draw them out and reshape the approach a bit. So what works? Below, members of the Forbes Agency Council discuss ways to best help a client who’s passionate about an idea that agencies are certain just won’t work. Here is what they advise:
Be Fair, But Firm
If we’ve done our homework and still believe an idea won’t work, we need to be proactive. In the words of legendary boxing referee Joe Cortez, you have to be “fair, but firm.”
The client relies on our expertise, and we leverage that position of expert to passionately make our case. We also borrow from the improv comedy notion of “yes, and…” to ensure we always build on ideas and offer creative alternatives.
– Ryan Cassin, Asset Agency
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