The item at the top of every client's wish-list.

“Hmmm, I’m not sure, tell me why you like that one,” the client asked. She seemed uneasy with our recommended campaign.

I believed we had a special solution and I truly loved what we had done. We began a stirring rationale of why our campaign “was the one.” We talked about emotional engagement, and the ability for the viewer to empathize with our story and see themselves in the work. It was the kind of work that gets people thinking, “that reminds me of something that happened to me.” It was powerful.

After a few minutes of heart-felt persuasion, the client interrupted us. She casually said, “okay, that’s fine.”

“That’s it?” I asked. “Yes,” the client said, “I like that one, too. I was just asking to see if you were truly passionate about it.”

Passion for their business. It’s at the top of every client’s wish-list.