Get the creative you deserve.

When it comes to creative, everyone is a critic - and rightfully so. No matter how hard the industry tries to make it a science, it just isn't. Creative is subjective, emotional, visceral, and all those other words that mean it defies being crammed into little boxes or charted on graphs. 

This also means that when you see marketing communications that are dull, ho-hum, run-of-the-mill and unremarkable, you can pretty much bet that one of two things has happened: 1. The client is dull, ho-hum and unremarkable or 2. The client is too scared to actually make a decision, and so the work has been run through the shredder enough times to squeeze all the life out of it. 

As a client, you will get the work you deserve.  If you are excited, energized, inspiring, thoughtful, persuasive and bold, your work will be, too. If you're tentative, scared, worried, scattered, unclear and unsure, the work you get will be, too. 

Demand great work. You'll get it. If you can't get it from your current agency, others will be gathered at your feet, just waiting for the chance. A great client is worth more to an agency than all the fees and markups in the world, because a great client can give the agency a lot more than just money. A great client can give creative the chance to shine. And that, after all, is what they live for. 

So, to get great work, be a client who deserves great work.