Blindfolded at the Archery Range

Blindfolded at the archery range. It’s a visual that’s either amusing or alarming, depending on whether the archer is facing you. If you’re a “creative,” you know the feeling. Either because we don't ask the necessary questions or the client doesn't fully share their opinions, perspectives, and expectations for a project, we are notching, drawing, and releasing in the general (VERY general) direction of the target. And unless we get really lucky, we’re just as apt to hit the bull in the neighboring pasture as the bullseye.

Been there. Done that. (Missed the target, that is. Have never hit a bull, to my knowledge.)

In some cases, we realize we are blindfolded only after we’ve delivered a first draft and the client comes back with a laundry list of changes. Then, with our vision restored, we’re able to see, to our great embarrassment, that the target is behind us.

So how can this scenario be avoided? On the creative side, I think sometimes we’re too quick to say, “Got it,” when in fact we definitely don’t got it. (Guilty!) Sure, if there are aspects of the project that our own research will clarify for us, that’s great and it will save the client some time. But I've learned there’s no shame in asking a few questions. In fact, there’s no shame in asking a whole slew of questions if doing so helps us deliver excellent work.

On the client side, it seems that there are two primary reasons for a lack of clarity on project direction: either they are too distracted or are being too deferential to provide the necessary input. And I can say that with confidence because for many years I was a consumer of creative services rather than a provider. Clients who are busy juggling multiple projects sometimes don't give adequate direction. And those who feel that they should defer to the creative’s “vision” without first sharing their own are often short on details as well.

So… In our shared goal to get to a great finished product as efficiently as possible, we should all speak up. That bullseye is much easier to hit when we’re facing downrange with an unobstructed view. ;^)