My comment on sometimes working toward a creative objective without letting others know what's happening, triggered this more specific CreativeBloc question about successfully managing a client (and the client's ego) when they love their own creative ideas.
While the question isn't specific, I'm figuring it's referencing when there are issues with an idea's quality, efficacy, implementation, etc. Absent fundamental issues, don't rule out a creative idea simply because it originated with a client who loves it. (Trust me, as a client, I had agencies do this. It's infuriating when they don't come to the table with creative ideas that are any stronger.)
Here's how I go about challenging an idea when somebody loves it a little too much:
Start by understanding the client's opinions, motivations, and foundation for loving the idea. Do this through:
Once you'd done your homework, analyze and size up the situation. Understand what elements really need changing vs. those you'd simply like to change. Figure out whether a factual or emotional argument might be more successful. Develop a couple of hypotheses on how the conversation(s) might go with the client.
At Step 3, I usually map out what my options are to try and move this type of situation to the best one for the business. This mapping out usually involves blank sheets of paper, a marker, and some time to draw out the options I'll pursue and what could happen at each stage. To give you a feel for what that might be like, here's how I'd map out my strategy for trying to move a client from their favorite idea to some alternative. Based on the situation, I might give up right away (if it's just not that big a deal) or could develop a multi-tiered case that calls attention to what's identical in the alternative I'm approaching and try to minimize the number of critical issues where the client's opinion has to be swayed.
Also, I didn't go into waging an all-out battle to defeat an idea here. That's certainly a strategy, but it's one worth avoiding! It's hardly ever productive for the client or anyone else involved in the situation.
On Monday, we'll have the final post in this series, touching on whether everybody needs to be a creative thinker. – Mike Brown
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