Whether you’re a client or agency, your moment of truth – the test of your intelligence, vision, ability, team trust and respect – is when you have to say “yes” or “no” to a differentiating idea.
Sadly, “no” usually requires far less conviction and courage than “yes”.
You don’t have to stick your neck out to say “no”. In fact, no one will likely ever know you say “no”.
Witness a former Fortune 100 client targeting teens who confessed decades later to having said “no” to a potential endorsement deal with an unknown band named The Beatles.
Saying “yes,” however, commands exposure, opinion, building your case, championing the idea and ultimately attracts upper management attention.
Imagine, client and agency, saying “yes” to putting the entire product introduction budget into a full-page newspaper ad teasing a single Super Bowl TV spot (Apple’s legendary “1984” campaign).
Sure, you can say “yes” and fail. But you can learn from failure. You can overcome it. (Elon Musk with multiple rocket launch fails, Tesla teetering on bankruptcy and being ousted as CEO of two previous companies).
“No” flat-lines the heartbeat of risk.
“Yes” insists on the client-agency team picking up those two electric paddles and jointly working their asses off to bring success to life.
We thrive on the freedom to fail. And come, two electric paddles in hand, ready to work our asses off with clients who thrive on it, too.