11/12/2024
My client approved a pitch, and then I completely changed direction.
During the pitch meeting, I watched my client's excited reaction as I presented her with a research-based strategy that would reach her ideal audience. She said she loved it and told me to move forward with it.
Then, I sat with it for days, as a gnawing feeling ate away at me. The strategy wasn’t it.
Creatives know the feeling—that moment when you finally get to the AHA lightbulb moment. And although I felt it before the pitch, as I tried to move forward, it disappeared.
For days, I tried to make it work, agonizing over it and doubting myself. And the night before the final campaign presentation, I found my lightbulb.
It turns out my strategy was missing one crucial piece of information, and when I found it, the entire plan was overturned.
Now it was time to face my client and tell her about the change of plans. My mind ran through every possible scenario, and of course, none were positive.
I would have never dared to imagine the actual reaction I ended up getting. “It feels so doable,” she said.
That’s how it should be. A good strategy is simple and gets straight to the point—no convincing necessary.
I’m so grateful for my client’s open-mindedness and for putting her trust in me. Now, let's put it into action and reach those objectives 💪
