When we pitch new business to a client, we are asking the client to take a risk. Some pitches feel like smaller risks. Others feel like business-threatening risks.
What we consider a minor risk, might change the brand proposition and affect their customers for decades to come. We have to be sensitive to this possibility.
As they said in my old agency: "Great ideas get you awards. Results of those great ideas pay the bills."
Clients are in a bind. Many of them understand that they have to take risks to survive in the 2.0 world. But that risk might threaten their career. Their mortgage. Their future.
But, on the other hand, life was never meant to be easy. If it was easy to take risks, they wouldn't be called risks. They would be called easy choices. It's important to advance your career, pay the mortgage, think about your future. But your mental health and your human spirit requires you take risks and try to be remarkable.
Understand your fears, fight them with accumulating as much knowledge as you can, and then trust your gut feelings. The old saying says that nobody on their deathbed ever wished they would have worked more. But many wished they would have taken bigger risks.
"The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it."
- Michelangelo
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