1 — How do you sell this kind of new, unfamiliar work to clients who've never seen anything like it?
"Not very well. [But] because we have this confidence — and a network of collaborators with this creative confidence — what we're selling a lot of now is, no one knows what the hell they're doing, no one can see three or six months out. So the trick is to go: we don't know what you need either. Let's talk about it, then go make a bunch of things. Because right now we're telling you stuff, and you don't know how that feels." The follow-on point that lands it: briefs now tend to evaporate after the first meeting — "we tried to write a brief, but we don't really know what we're asking for" — because the old RFP loop was always fiction anyway.
