Killing good ideas can harm your future
I have found today this video about a typical interview of a focus group in the stone age. First watch the video by clicking on the image above, then read my comments.
Now you as a creative, an art director or agency have to ask yourself three questions:
If you respond to any of this questions with yes, go ahead and start over.
If you fail on the first question you propably didn’t do a rebriefing.
If you fail on the second you probably applied too high standards on the “receiver” end – assuming that you understand the meaning does not imply that your client or his clients will get it. If you present to a focus group ask yourself if the focus group is the correct one.
If you didn’t present well you killed your idea by yourself.
And to switch sides another time If you are really sure about your idea and you client will not buy it, then try to sell it to its competitor. They will probably don’t buy it either, unless you tell him, that its competitor didn’t want it and if he takes it he will differentiate himself.