The Dichotomy

We've all heard them a million times before.
"They didn't really get us"
"It was just a beauty parade"
"I'm not sure how it went - they were hard to read"
Standard post-pitch analysis.
And they're all the direct result of the dichotomy that lies at the heart of how we work.
We spend our lives pitching.
Putting ourselves out there in the hope that the clients will like our effort.
Like a serial-dater doomed to a life of singledom.
The problem is, we're so focused on what we want to achieve, that we get lost in the mix.
What does the client want?
How can we win them over?
Will they like our ideas.
Our true selves tend to get left behind, as we try to represent the version of us we think they want to see.
Here's the thing...
Client know what they want.
When they issue a brief, they've already got an idea of what they're expecting.
They've done a bit of research too - you can usually find it in the brief if you look hard enough.
What they're asking for is your point of view.
What do YOU think?
How do you feel?
You need to focus on the work you believe in.
Bring your view and your expertise to the table.
And don't compromise.
They're not looking for a mirror image, they'd rather have a window on your world.
So be yourself.
It's allowed.
Otherwise, it's just another first date where you try to be someone else.
Say all the right things, flatter them, butter them up.
You'll both leave feeling like it went really well.
And then wonder why the phone isn't ringing for the second date.