“Love me. Hate me. Just don’t like me.”
Success in any business, especially ours, hinges on personal relationships. Still, far too many ad execs are more concerned with being “liked” than doing what’s right. On Facebook, a “like” or thumbs up may be the Holy Grail. But in creative circles, it’s nothing more than the devil in disguise—an unwelcome bedfellow seducing you to play it safe and breeding mediocrity wherever it goes. This may come as a revelation, but clients don’t really care if they like you so much as respect you. Can they trust you with their most prized possession? Their reputation. That type of endorsement doesn’t come with the job; it must be earned by creating inspirational messages that capture the heart and soul of the brand.