Factor in fear.

Don’t think about ideas your client might be willing to buy.  Think about what your client is afraid of (their boss, a board meeting, budget pressure). If you can figure out the fear, and creatively solve for that ahead of time, then you’ll solve for the real issue.  The most mind-bending idea on earth will fall like a tree on Mars if you don’t take into account why your client might be afraid to buy something so brave.

About David Fowler

David Fowler is an Executive Creative Director in advertising in New York City.
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