What's the difference between a $10 haircut and a $100 haircut? For $10, you get to tell the barber what you want. For $100, the barber tells you what you want.
The same is true in any profession that relies heavily on an artistic eye. Whenever there is a subjective component to the fulfillment of a product a decision has to be made as to who gets to make the choices for what is right.
Often times, the challenge is knowing when your clients are telling you exactly what they want or when they are telling you what they think they want. Your biggest challenge then becomes to interpret it accordingly.
Over the last nearly six years of running Tribute Media I've talked to many people with a very wide approach to communicating what they want. I've had clients who know exactly what they want and give very clear instructions. I've had clients who have had the attitude of, "I don't know how to explain it but I'll know it when I see it." I've also had clients that trust our professional opinion and let us provide them with a product that can help them succeed.
By far, the worst clients are those that tell us to use our professional judgment then complain when we don't give them what they are asking for. It's usually these clients that take 15 rounds of changes before they decide to 'settle' for what we can do.
Makes me want to pull out what's left of my hair.
Generally speaking, I think the worst thing you can give a client exactly what they want. Sure, there are the exceptions. When they are the pros then you have to concede they may know more than you. However, if you are the professional, you need to treat your engagements with your clients as such.
When treating your engagements as the professional, you have to be willing to tell your clients when something is a bad idea. You have to be willing to tell them no.
That's a hard thing to do. After all, they are paying the bill. Moreover, you've been drilled with the old adage of "the customer is always right." You feel you have an ethical obligation to do exactly what the client wants.
I think you have an ethical obligation to understand what the client's intent and goals are then give them a product that will address their intent and goals in a way that will make them sing.
When you are confident in what you do and have experience to back it, don't be afraid to be bold. Don't be arrogant, cocky or unyielding. Make sure you take the time to coach your client through it. Just because they are paying the bill it doesn't mean they are right. It just means they are allowed to be loud in their opinions.
If you still can't help your client be successful because they keep getting in the way, you might have to be willing to fire them (or at least keep them out of your portfolio).
If you can't help your clients be successful, you might have to reevaluate your approach and decide if you are doing everything you can to sell your talents properly.
Oh, and for $10, you get to tell the barber what you want but rarely do you really get it. What you really get is as close as the barber is cabable of doing based on what he thinks you are telling him you want.
