Control Issues
September 11th, 2006
We’ve been meeting with a lot of potential clients lately for identity and word of mouth projects. And I’m beginning to notice a trend: they have control issues. Big ones and small ones. Justifiable ones and ridiculous ones. Online ones and offline ones. The longer they’ve been around (and the bigger they are), the more control issues they have.
But the funny thing is that they don’t realize that they don’t have control in the first place. They have an illusion of it. Sure, five or even three years ago they did have control over their messaging. Their identity. Their advertising. But now they are scratching their heads wondering where it went so wrong…which is their first mistake. The opportunities abound to start meaningful conversations. To open the doors and show the world their bumps and bruises and the fact that they’re not perfect. And to listen.
Those who try to maintain control are the ones that like to play it safe. No, I’m not trying to say that it’s super-easy to let go and they should just get over it. In fact, a division in another country for a company we’re working with wants to implement the same program on their own…and it’s scary.
I think the best way to go is to baby step it. Dip your toe in it. And there are a lot of ways to do that. But do it – quit thinking about it. Talking about it. Having meetings about meetings about. Or pretending to do it when you aren’t acutally doing it. Just freakin’ do it. And you know what? Your control issues will begin to melt away.
Other posts by Spike.
CK says:
Feel fortunate that you’re just starting to realize it; I’ve been dealing with control-happy clients for…well, forever (even before social media). And it’s not just the Fortune 500 that have control issues. Startups, too.
You’re right about them needing to jump in (er uh, “Just do it”). But there’s a lot of psychology involved, Spike. You’re gonna need to be a parent (I know, it sux) and you’re gonna need to show the risk of not letting go and build the business model for them. Over and over.
But the opp? It’s a biggie. If you hold their hand and take baby steps with them, they’ll stay with you for many years to come. Indeed the reality is that they’ve never had control–but our reality as service providers is that we need to shepard them along. Plus, with case studies like Fiskars, you have plenty of success stories to point to.
They’re so high-maintenance, eh? No wonder I don’t have kids. My clients are enough children for this gal.
September 11th, 2006 at 2:54 pm