Yesterday, I set one of my clients some homework.
He has me on a retainer, which gives me the opportunity (and the obligation) to challenge him and his thinking.
And do you know what … he wants to be pushed. The best clients always do.
The alternative – alas – is the client who hires a copywriter but rewrites the work, or engages a design firm but disregards their insight.
Which audience we focus on is a choice that we make everyday.
We can serve one or the other, but rarely both.