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As a creative, our job is about problem solving. But are we sure we intend to solve the right one?
Identify the hidden & real issue to solve.

Thinking twice

When clients come to see an agency, it’s for a reason. They want something. There’s a need or a problem to solve. So the first reaction would be: we have to solve that problem. But, are we sure it’s the right one to solve? Maybe it is, but maybe not. In case it’s the right one, so even all agencies claim they are different, the solution would be quite similar. Consequently how to stand out from the crowd? How to make a difference? Well, by assessing the issue. Is “the given problem” the root issue to solve?

Not about the answer

As creative, our job is not only about providing the strategic solution or the answer. It’s also about assessing the question itself. If we (agency & client) are wrong from the beginning, we might be wrong at the end. It definitely has a negative impact of the expected end result. Sometimes, the right issue to solve is not written in the brief. We have to trust & listen to our 6th sense or using our instinct. The right issue to solve is often something clients usually talk about, but they didn't write it on the brief.

The X-File

Why didn’t they write it in the brief from the beginning? It would be much more simple right? From our perspective as an agency: yes. But, it is more complex in the real life, what happened when the clients wrote the brief is out of our control. It depends on so many factors we are even not aware of. The truth is out there. So when it’s possible or we have an opportunity, we should connect & talk “face to face” to clients. We may be surprised about how a person could be more talkative than a brief, and what the real root issue is.

- KEY TAKEAWAY -
Making sure we solve the right issue by assessing the brief, provides suitable creative solutions. Client usually appreciates that. It’s not a waste of time, it’s a time saving and it increases chances to win the pitch.
So, think twice.