I’m constantly having to water down every concept just to get it approved. What is your way to handle it when a client keeps saying they want ‘disruptive’ work but rejects anything even slightly risky?

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Quarterly competitive reviews have made a big difference for us. Regularly exposing them to best-in-class work both in and out of category means they build a level of comfort with what disruptive or breakthrough work looks like. It’s a long play, but it”when you’re consistently reinforcing what great work looks like, it puts a fire under their butts that they’re behind.

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