Trust can be scary.

The client’s hand hovered over our recommended idea. It was the fourth time we brought this particular storyboard back for consideration.

Our Blue Cross client had a unique habit when evaluating work. He’d place all of the work neatly in front of him on the conference table. Concepts he didn’t care for, he’d turn over and slide off to the side. He’d then begin arranging them in order of preference. His favorite ideas were placed directly in front of him. One’s he preferred less he’d push off to either side. Three times in a row, Chuck, our client, would slide our favored storyboard off to the side, but never turn it face-down. Each time we let him know how strongly we felt about it and that we’d be likely to bring it back. This was our last chance.

He picked up the storyboard and carefully read it over again. “Okay, let’s try it,” he said. “Excellent, this spot is really going to work well for you,” I replied. “I hope so, otherwise I may never trust you again,” he said with a grin. I think a bead of sweat may have dripped down my forehead.

That spot was the highest performing spot the client ever did.