Conceiving a great idea is really hard.
Selling a great idea is harder.
To truly qualify as great, an idea needs to be something that’s never been created before. Which means the agency must convince clients to buy an idea they’ve never seen before. They must buy a concept that’s completely unfamiliar to them.
With unfamiliarity often comes fear.
One of the few things that can overcome fear is trust.
If a client trusts an agency’s point of view; believes the agency truly knows and understands the brand, the client may be able to overcome their fear and buy that great idea.
It took me way too many years to learn that.
