Assumption Stops Epic

One of the things I do when I first get a brief is to find a creative opportunity.

Look for where creativity could make the most significant and exciting difference. However, the reality is that’s getting harder to do given so many briefs are often either highly prescriptive, blind to reality or full of (self-serving) assumptions.

 

And that’s why the most critical part of the creative process is to start by asking a shitload of questions. Exploring the issues. Prodding the contexts. Challenging the assumptions.

 

Now there are some who think this approach can alienate clients, but in my experience, it has the opposite effect. People in a position of authority seem to regard this as a demonstration of someone who gives a shit … someone who wants to help them succeed in ways that are not only better for their business but gives them a clear and valuable position in culture.

 

The brilliant Simon Pestridge, my old Nike client, used to say: “Middle management want to be told they’re right, but senior management wants to be told how to be better”. As you can tell, he is a brilliant client who genuinely loves and respects the power of creativity and culture.

 

So what’s all this got to do with assumption getting in the way of the epic?

 

Well, I recently read an article on Woodstock and saw a comment from Tommy James of Tommy James and The Shondells on the dangers of ‘assumption’.

 

Now you may be asking, who is Tommy James, and who the hell are Tommy James and The Shondells? Well, this might tell you why their name doesn’t come automatically to mind.

 

Don’t assume the person communicating with you has total clarity on their situation. Don’t assume the people around you have total clarity on the situation or what they have to do.

 

And definitely don’t assume asking questions is a sign of disrespect. If anything, it’s the most significant demonstration you care you can give.