WHAT WE THINK ABOUT WHAT YOU THINK ABOUT.
I know it’s not me. Maybe it’s the client.
But if you ask the client, he says it’s his boss. And if you ask the boss, she says it’s the owners. And if you ask the owners, they just want an ROI, which goes to the customer.
And if you ask the customer, they really don’t care about your company; they just want some soap that works. And how do they know if the soap works? It makes lots of long-lasting suds (which doesn’t really have anything to do with the working of the soap)…it removes the soil or stains (which has more to do with the source of the stain, the age of the soil, or the temperature of the water than it has to do with the efficacy of the soap)…it leaves a “clean” smell (when you think about this one, how clean is something that has been washed in a solution that leaves a residual of a fragrance?).
So, by buying or not buying the client’s soap, somebody who has no idea how soap works or even if the soap worked has a great deal of power over our agency. So we have two choices. Either we can convince the prospective customer to buy the soap because it works, or we can convince the past customer who bought the soap that it worked.
Or, I can just accept the fact that I am not in charge.