A Great "New" Source for Ideas

One of the things I love most is bringing a new idea to someone--especially if it's something that never has been done before.

In the marketing and advertising business, most of the time those breakthrough ideas are presented, it's to a prospect. Most agencies and suppliers gear up for the cool ideas when it means taking them to a new prospect.

There is a far better source for your best ideas: your clients.

There's more than meets the eye to this. It's not just the fact a supplier might be too enamored with a new prospect as opposed to a client. It's also about the relationship with the client. Often, the client just wants what they ask for. They're busy, they don't want to be bothered, they're under pressure, etc. The account person doesn't want to bother or irritate them.

Suppliers have to fight the temptation to allow the status quo to continue. We must pleasantly, yet firmly, bring new ideas to help our clients. And clients, you not only need to want that, but also appreciate those suppliers that care enough to push for it.


Barry LaBov
LaBov & Beyond
www.labov.com