There is no Benefit in the Perfect Execution of a Bad Plan.

“I don’t think we need a new message. We just need to use a different media. Which one do you recommend?”

When the client’s self-analysis is wrong, they often grow frustrated when I refuse to join them in their delusion.

In the old days, I would accommodate these people by telling them that they weren’t on the right track and in my professional opinion their message plan couldn’t be made to work, “but if you insist, we’ll go ahead and do the best we can.”

I no longer do this because I got tired of hearing the report, “Roy, we did exactly what you said and it didn’t work.”

I’d rather be the jerk who refused to believe in your dream than the jerk whose ads didn’t work.

 

Roy H. Williams