799: The Best Clients LOVE Homework

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.

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