Clients misdirect us all the time

Clients misdirect us all the time, they just don't know they're doing it.

They tell us they want a website, a video, a social media campaign.

But they don’t.

They want the outcomes those things will create.

>> “People don't want to buy a quarter-inch drill; they want a quarter-inch hole.” – Theodore Levitt. <<

It’s easy for everybody to focus on the wrong thing accidentally. But that’s dangerous because the deliverable can and should change if it isn’t going to cause the best outcome.

That is why it is so important for producers to stay focused on producing the outcome while everyone else is talking about the output.