An interesting client / agency analogy – 'But I don't have a broken leg'
Quote from a great little article on Brand Republic by Dave Trott:
Suppose you are a doctor. A man comes to see you and he’s limping, you examine him.
You say, “It’s an easy diagnosis, you’ve got a broken leg.”
He says, “I don’t want a broken leg.”
You say, “That’s understandable, but you still have a broken leg.”
He says, “I’m the patient and I don’t think I’ve got a broken leg. I think I’ve got a sprained ankle.”
You say, “Well I’m the doctor. I’ve seen lots of these, and you’ve got a broken leg.”
He says, “Well I’ve told you the problem I want fixed. Now you can either fix it for me, or I can go down the road to another doctor and pay him to fix my sprained ankle.”
What do you do? Lose the patient, or give him the wrong treatment?
This really outlines how frustrating things can be for both sides of the client / agency environment when there is lack of understanding on either side to the others needs or situation. This analogy works particularly well for me when it comes to strategy decisions between agencies and clients, but also on a smaller scale when a client describes their website needs and the designer interprets them – often the perception on each side is very different as to what the problem is and how to solve it. Usually, as per the analogy, it is often that one side needs to demonstrate why their diagnosis is correct in order to gain the approval of the other. I think it highlights why just being prescriptive with clients and telling them what they need without explanation as to the reasons and benefits will always fail. If you have a client that says ‘I trust you, do what we need doing’ then sure, go ahead, that is a great position to be in. But, for the most part, ideas need to be collaborative and explained in a demonstrable way which benefits both sides understanding.
What do I think someone in this situation should do? Well, I would say loose the client – but only after trying to explain your ideas in a way they understand and also trying to find a compromise between the two points of view. But, if after this, they still want to proceed with a solution you feel is going to harm their chances of success, I would say no. Why? Because long term, if you are so unhappy implementing the solution, it will show in your work and become a self-fulfilling prophecy. Also, if you think the result of the work will be disastrous to the company, you may not want your name on it. You may wish to instead wait until later and be there willing to help if they find they need help after on other projects, or indeed if they wish to revert to your strategy. It is a tough situation to be in, so always consider the options carefully and above all try to remain on good terms with your client – if for no other reason than you may be wrong yourself!
