the shock of the shock of the new

As a follow-up to my last post, I admit to being, well, shocked by the fact that our clients have been even more forward thinking than us. They've chosen a concept and quickly gotten us feedback, slight revisions which made the creative even more standout. During the call there were a couple of moments where I literally didn't know what to say; I realized that, out of habit, I was getting ready to counter feedback that in this case I actually agreed with – and which liberated us – and I had to stifle myself. It was a great moment for the team, and for the client.

All of which goes to show that you should never lower your expectations of the client. It may be challenging to be shot down over and over again; it may feel like banging your head against a wall sometimes. But you never know when your real, high expectations will be met, and when you can together achieve something impressive.