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.


David Fowler is a writer and executive creative director in New York.
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