You know those terrible ads you see on television? You know, the ones you actually spend time making fun of with your friends? You might be surprised to know that those usually aren’t the advertiser’s fault. Actually, I’d guess that the majority of them were once good ideas. I know it sounds insane. What you’re seeing on TV is a good idea that the client just didn’t understand, so it was whittled down and whittled down until all the humor, wit, or profundity was gone. So how far do you push when you’re working with a client? It’s important to know them. Say you present positioning to your client and they say it’s fine. “Fine.” There’s a word. It’s usually the word that means I don’t care. So do you go back and deliver a new positioning? Not always. If your client doesn’t understand what positioning does for them, or if they simply don’t care, delivering positioning after positioning will only become a source of frustration for them. You client wants to keep moving forward, so pay attention, and when you think you’re wearing them out, move on.
That was my big takeaway from this week, but I’d like to go off on a tangent for a moment, if you’ll indulge me.
In the search for a full-time job, I’ve heard several times now “If you can find people you love to work with, stay with them as long as you can.” I think it’s sound advice. Do you want to know what Veronique, Heidi, Dale, and Tony did for my birthday? It boils down to:
Cake
Singing
“The 22 Things They Know About Me”
Breakfast
A glass case of emotion (on my part)
If you find people who are willing to feed you cake and sing to you on your birthday, stay with them until they throw you out on the curb.
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