The Art of No - AJ Vernet

In our world of eat what you kill why is it that shops like ours always have to do the dirty work and stand firm as the schoolyard monitor telling everyone the honest truth of what they can do and how they can do it Why can39t agency clients just say quotnoquot more often and stop asking for the impossible when they come to us Because of course companies like ours would be out of business if they didWe know the art of saying quotnoquot isn39t an easy thing to master Even if your agency ultimately is right about the direction it39s going it39s never that simple Trust me I like quotimpossiblequot so I get it And truthfully if given enough time and money I know the best teams can make impossible happen And it is worthwhile for them to do soEven so agencies especially ones on retainer tend to struggle with the boundaries of what they can should and eventually will do when clients change their minds or make new requests Or they may suffer from indecision that ends up being the paralysis of a project Time budget and sometimes even technology typically counter our ability to satisfy every whim and fancy of what a client desires Their requests always seem to fall under the category of quotmore for lessquot So as agencies turn to their outsourced production company partners amp8211 companies like ours amp8211 some words to the wise are needed as we all keep quotnoquot in perspectiveHow to Think about the NoThe agency39s instinct to please or satisfy can get overwhelming Ideally the relationship between client and agency is symbiotic understanding and both parties lean on each other39s expertise to find proper solutions After all that39s why the relationship was born The conundrum or slippery slope of yes yes yes lies in the basic instinct of the relationship One wants One wants to please There comes a point with one yes too many that it comes full circle and creates damage It39s this tipping point of overaccommodation where the boundaries that are supposed to guide a project ultimately fallThere comes a time when an agency must say no The art of saying no has nothing to do with the word Simply saying no is never enough and it shouldn39t be Agencies want to be quotbrandquot partners and partners look to find solutions together Therefore the best way to say no is to show no You show no in the questions that you ask the moves that you make as you consider scope and execute the project There are many ways to present this case but most of it lies in these categoriesTime Production takes time especially when a high value is expected Ask quotDo we have more timequotBudget More money might buy more time around the clock or it might by short cuts four versions to be built so you can see them all and pick one Ask quotDo we have more moneyquotCompromise What can we cut Can we execute with fewer pages Can we launch in phases Are we willing to find a compromiseReality amp8211 These questions are more inward looking What is realistic Let39s be honest because otherwise we are only fooling ourselves If I could do it I wouldamp8230 why would I lieLife or production would be simple if we could take these categories plug them into a formula and pull a lever to get an answer Unfortunately we all know it39s not that simple Every project has many crossroads at which we discuss time budget and compromise If the case for all three is prepared properly the answer will reveal itself In an ideal world yes is always possible if we have flexibility in any of the above four categories Unfortunately sometimes that answer is no we must diligently show why this is the case amp8211 and then together reset to the new reality The no39s are just as important as the yes39s They guide us and the project just as much throughout the processAJ Vernet is Founder and CEO of Rey Interactive which is a Los Angeles and New York based digital and video production company positioned to partner with agencies creative firms publishers and brands as a scalable and seamless production resource AJ can be reached at ajreyinteractivecomRead all AJ39s MediaBizBloggers commentaries at Cup of YoCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

The Art of No - AJ Vernet

Author

Publish date

Channel

Archived in

AJ Vernet

"About That with Carl Mayer:" Alaina Donnellon (Episode 6) - By Carl Mayer

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

The Art of No - AJ Vernet

Enjoying This Commentary? There's More to Love

AJ Vernet

"About That with Carl Mayer:" Alaina Donnellon (Episode 6) - By Carl Mayer

The payment was successful

Cookies