Lesson Fifty-Six: The Perfection of Others

"Why do so many clients seem like corporate teenagers, all wanting to discover their unique identity while desperately wanting to fit in with their peers?"

— Bob Roach

Two years ago I saved a copy of this quote from a posting to a discussion board on advertising and graphic design. It so perfectly articulated a common phenomenon in clients that I wanted to write about it.

I emailed the author and asked his permission to quote it, which he gladly gave me (thanks Bob!). But I was never able to do anything with it.

So I saved it, until the right opportunity presented. Here it is:

Last week, while meeting with a client, we disagreed about an advertising strategy. Frequently, I will challenge clients by asking questions. Why are you sending that message? What do you hope to accomplish? How will you know if it works? That sort of thing.

In this case, the client wanted to create an image ad -- big picture, artistic layout, very few words, and the client's slogan. I suggested we do the opposite, a sales ad -- lots of copy, outline the benefits, raise and resolve objections, with a clear call to action.

I couldn't understand why she was fighting me. I'm trying to make her more money, after all.We argued for a while, neither wanting to relent. Finally it came out. She had reviewed several of her large competitor's ads, and "that is how they do it" (in her words). Hence, we should do it that way too.

In the face of uncertainty, she wanted to defer to the perfection of others. As if duplicating someone else success would result in her own.

Never mind that image ads are expensive, non quantitative, and superficial.

And that 'perfection' or secret knowledge in others is a false god. Her logic was clear: The large competitors does it, so we should too if we want to be like them.

You can see the mind of the metaphoric teenager at work.

When Bob wrote of "corporate teenagers...wanting to discover their unique identity while desperately wanting to fit in with their peers," he nailed it.

I've said this before, but it bears repeating: Nothing good happens in the middle of a crowd.

We all remember when we were teenagers; insecure, frightened, desperate to fit in. Thank goodness it only last a few years, and we can start to become centred, confident adults. That happens when we realize that other people don't really have it any better than us. They share the same stresses, obstacles, fears, hopes and dreams. They have access to the same information.We are all hopelessly similar.

Here's what I want you to do. If you feel the insecure teenager in you acting up, send him to his room and ground him on the spot. You will be doing it for his own good.