{"id":35707,"date":"2020-10-21T12:10:17","date_gmt":"2020-10-21T17:10:17","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=35707"},"modified":"2020-10-21T15:37:34","modified_gmt":"2020-10-21T20:37:34","slug":"do-whats-necessary-or-do-whats-easy-strategists-know-the-difference","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/do-whats-necessary-or-do-whats-easy-strategists-know-the-difference\/","title":{"rendered":"Do What’s Necessary? Or Do What’s Easy? Strategists Know the Difference"},"content":{"rendered":"

\"\"This new article in our Emerging Voices Series is made possible by the generous support of Adpulp’s patrons<\/em> on Patreon. <\/em><\/h4>\n

Please join us and help pay writers.<\/a><\/em><\/h4>\n

 <\/p>\n

Life is a series of forks in the road. The same is absolutely true of a career in strategic communications. <\/p>\n

Somewhere early in your career, you\u2019ll go from delivering for<\/em>, to partnering with<\/em> clients. It becomes your responsibility to use your expertise and experience to recommend and advise, not just deliver. <\/p>\n

You start off having to appease clients, coddle them, and not call them out. It\u2019s endemic of the problem in our industry that people are afraid of hard truths and avoid them although that\u2019s where progress is made. Strategy is a lot like therapy in this respect \u2013 acceptance that something is wrong is the first stage to fixing it.<\/p>\n

Partnering with clients becomes a responsibility in your role, not an extra. This means pushing back on briefs, working proactively, helping them organise themselves, and steering them away from disasters.<\/p>\n

As this relationship changes down the road, you find a good partnership with a good client becomes a lot like a relationship with a good friend. You do what you feel is right for them, even when it\u2019s not easy. It\u2019s not just avoiding mistakes either – you don\u2019t let them be mediocre. That\u2019s the cruelest form of kind.<\/p>\n

\"\"<\/p>\n

Just like bad friends, bad agencies appease you, avoid conflict, want something from you, and aren\u2019t there in the hard times. Just like good friends, good agencies call you out, have difficult conversations, want the best for you – and really have your back.<\/p>\n

There will be points in your career when clients bring you a brief for something that is plain wrong, stupid, or even dangerous. It\u2019s your job as a strategist to have that difficult conversation with them. <\/p>\n

They\u2019ll ask you for a solution that doesn\u2019t solve their problem. They\u2019ll come in with a request to treat a symptom, not a cause. They\u2019ll come in with a brief that\u2019s a huge waste of money. They\u2019ll come in with something they really, really shouldn\u2019t do. These are the moments a good strategist shows their value.<\/p>\n

This is where you reach a fork in the road…<\/h4>\n

Time to pick a route.<\/p>\n

Fork one is the one we want to take.<\/strong> Take the money, appease the client, keep everyone happy. It\u2019s the path of least resistance. It\u2019s to deliver, and it\u2019s what a lot of agencies do (and make a lot of money doing). The first fork is short term, and the road further down into mediocrity. It\u2019s the low road.<\/p>\n

Fork two is the one we need to take.<\/strong> To have a difficult conversation, risk bruised egos, risk losing the brief (and therefore money). It\u2019s to be a true friend, and it\u2019s what not many do, but the ones that do, do the best work in our industry. The second fork is the road to making things better. It\u2019s the high road. <\/p>\n

Friends who appease you aren\u2019t real friends, just how agencies that appease you aren\u2019t real partners. Think of the people most important to you. I\u2019d bet it\u2019s not always been smooth, it\u2019s not always been easy, but you\u2019re better for it \u2013 both of you are.<\/p>\n

We all have a hill to die on. For the strategist, this is the hill.<\/p>\n

Throughout your career, picking the hard fork might put you at risk, it might lose you business, it might even get you fired. But it\u2019s how you build the value in what you do, how we make our industry better, and as with everything worth doing in life – the benefits aren\u2019t immediate.<\/p>\n

Have courage, trust your gut, and keep your chin up. The hard fork is always worth it in the end.<\/p>\n

PREVIOUSLY ON ADPULP.COM: Your Brand Is A Cocktail, Serve It Wisely<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

This new article in our Emerging Voices Series is made possible by the generous support of Adpulp’s patrons on Patreon. Please join us and help pay writers.   Life is a series of forks in the road. The same is absolutely true of a career in strategic communications. Somewhere early in your career, you\u2019ll go […]<\/p>\n","protected":false},"author":29,"featured_media":35711,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6,296,4,327,161],"tags":[],"class_list":{"0":"post-35707","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ad-people","8":"category-agency-business","9":"category-brands","10":"category-emerging-voices","11":"category-industry-analysis","12":"entry"},"yoast_head":"\nDo What's Necessary? 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