Watch Out for Expectation Escalation!

I’ve been thinking a lot lately about Expectation Escalation. Sometimes, we have to go above-and-beyond the usual amount we accomplish in one day. That’s natural. But just the mere fact that we could do it one day can sometimes lead to the expectation that you can always operate at that level. It’s like being able to sprint fast for 50 meters, and then having everyone expect you to run that fast all the time.

On my weekly calendar, I write down what I want to accomplish each week. Then, I break it down by day to fit those tasks in with my daily client work. Some days, I accomplish everything on the To-Do list and then have time to spare. Some days, I add to the To-Do list, figuring I must not have done enough, or I was too easy on myself. Continue reading

How I Get to Know My Client’s Unique Voice

Do you remember when the theatrical show STOMP hit the scene in the early ‘90s and – suddenly – every advertisement had the same percussive stomping audio track? No matter whether it was cars or sports shoes (maybe even bathroom cleaner?), for a while there, it seemed like one advertising agency was using the same ad format and sound for all of its clients.

For businesses that create content for other businesses, how do you avoid having all of your clients’ materials sound exactly the same? Continue reading