If you work in advertising or marketing you’re really in a service business. That’s pretty obvious. Your client comes to you with some money and says, “I want this thing done. Will you do it for me?” So they’re coming to you for a service. Actually, the client’s words are probably more like: “I need this thing done yesterday. Do it for me.”

The nature of the relationship between you and your client is such that you’re in a position to react. Your client expresses to you a need and you react to that need by delivering what they’ve requested. If you react by solving the problem or fulfilling the client’s request, then the service you provide will likely make your client happy.

This whole idea, though, is based upon one very important premise. Namely, that your client knows what they really need. Read the rest of this entry »