Clients adore the idea of hiring the most creative agencies – only to end up approving the safest, most uninspiring work. They invite agencies to pitch bold, groundbreaking ideas and then, with remarkable ingenuity, find ways to kill them. It’s not that they don’t want creativity; it’s that they can’t get past their own psychological barriers. Yes, your clients are not OK. But before we get into that, let’s take a moment to enjoy some of the greatest hits of excuse-making.
“The idea is amazing, but we’re not quite ready for it.”
“The product isn’t 100 per cent there yet, and this idea is too big.”
“This will attract too much attention.” (Because that’s obviously the
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