The Dichotomy of Doing Business

You are hired by a client who has reviewed your work, outlined their goals and expectations and agreed to a contract. They like what you do, how you do it and the results you generate.

The work begins but soon there is what I consider the most difficult part of client relationships.

You seem to be on working on a mutually agreeable agenda but then, instead of parallel paths, you seem to be moving in different directions.

You turn in work for final approval that is based on your best judgement, years of experience and professional acumen.

Unexpectedly, you find your work being scrutinized, questioned and even challenged, but not for content or accuracy. It's too long, too short, too wordy, not descriptive enough and then each comma, capital letter and quote mark starts being moved around.

You must draw a line with the client to clearly establish consistency and credibility.

Too often I find clients looking at news releases through their eyes, trying to make them more self-serving and, at times, even inappropriate.

Communication requires sending as well as receiving. If the sender isn't clearly communicating, the receiver may not be - well - receptive.

Too many messages, information that is superfluous to the main message and downright distracting exclamation points that are not necessary will only weaken the efforts to be effective communicators.

Sometimes trust is more important that debating whether or not to capitalize a single letter.

Allow the people you hire to do what they do best on your behalf. Consensus is good, communication is good. Are you exercising good judgement or just exerting control?