The Case Study Trap
May 9th, 2006
I was thinking this morning about the case study trap. In my six-years here (I celebrated that mark yesterday), I’ve had the opportunity to see a lot of things happen – and learn from them. But what I still seem to trip over when a potential client comes to us that isn’t exactly a perfect fit - but still has a compelling problem - is, “man, this would make a great case study.”
As we all (should) know by now, that’s no reason to begin a relationship with a new client. And, as a matter of fact, the clients that we have decided to work with for that “great case study” reason never turn out to be great – or even good – case studies.
So don’t get caught in the trap. As Papa Blair taught me, an “almost a good match” is still a bad match. And as much as think you want their name on your client roster or to work in that cool industry, it’s just not worth it in the end. Stay true to yourself and you will be better for it. I promise.
Other posts by Spike.
Carl Fox says:
Spike,
How do you know if a particular client is right for you, or if the relationship will suffer because of a lack of common philosophical beliefs?
Can you share a few general “red flags” you’ve encountered that might have indicated coming trouble when you’ve engaged a potential client about a partnership?
May 10th, 2006 at 5:58 amSpike says:
Sure, Carl. Some red flags include a potential client asking you to do something that you CAN do, but is outside of your core competency. Or a client that knows they have other firms clamoring for their business and are willing to abuse that knowledge to get spec or discounted work from you.
I think you can look for any philosophical differences in the initial conversations. Brutal honesty is the very best policy and don’t be afraid to ask straightforward questions about how much they value creative input; if they think this is a partnership or a vendor relationship and why they chose to come to you in the first place.
May 10th, 2006 at 7:13 amCarl Fox says:
Spike, thanks for the great insight!
May 10th, 2006 at 7:22 am