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 Client
Stages
(June 12, 2001) We're fortunate enough to be getting to know Mike
Moser, one of the world's great branding people. Over the course of his
career, he's made the "Moser Memo" a famous part of training his team (of
clients and employees) to create memorable brands. Mike always says that a
brand is like any other relationship, the details are what its all about.
Today, we present a really interesting Moser Memo, from his files:
CLIENT STAGES
Below is a
model that has to do with "growing up" and the different levels of
"questioning" that can occur in one's lifetime. The particular one below
has to do with "faithing levels" (originally articulated by James W.
Fowler), but I've seen this concept expressed in a lot of different
areas - from art appreciation to raising kids.
I think there are a lot of parallels in our client relationships.
It shows up in their ability to question their core beliefs, to see
beyond themselves and their industry, to be open to more expansive
ideas, and to absorb honest criticism and insights into their business.
Our recent inability to communicate effectively with Boston Market
crystallized some of these thoughts, but I think the parallels also
apply to a lot of our other clients.
The Innocent Early childhood
The Literalist Late childhood
The Loyalist Early adolescence
The Critic Late adolescence/Early adulthood
The Seer Integrated expansive thinking
Wisdom In general, the first three levels are concerned
with what "others" think and "How do I fit in with others?" The last
three are more individual focused, as in "What do I think is right'
THE INNOCENT
This group echoes what their
parents do and say. They don't grasp concepts in a personal way. They
tend to imitate an authority figure. In business, these are the true
believers that follow the lead of a charismatic leader: a Steve Jobs, a
Bill Gates, a Michael Dell. They do only what the parent/visionary wants
and no more. These are the blind followers, both at the client and
within the agency.
THE LITERALIST
Concrete, literal thinking
guides this level. There's security in this phase because one believes
that there is only one right way to do things and that's their way. In
religion, these are the Fundamentalists. The word is the word. There is
no interpretation. If the Bible says God created the world in seven
days, then it was literally created in seven 24-hour days. If David
Ogilvy says that reversed out headlines are ineffectual, then
reversed-out headlines are ineffectual.
People at this level tend to connect intensely with "the
program." Rules count. Processes matter. People who need order naturally
gravitate to this level.
This level is also very seductive to people who haven't
traditionally played by the rules. They tend to go right to this level
after a traumatic event or during very stressful times (in the case of
Boston Market, the Falling of their stock from 42 to 11.The same thing
happened to Dell a couple of years ago when their stock dropped. You
also see people who've been living on the edge as alcoholics or heroin
addicts gravitate towards this more rigid, literal, rules-oriented level
for "the answer.”
When clients exist solely at this level, it's a miserable area
for the more creative/questioning types of advertising people. They get
treated like vendors and are constantly being to told to "get with the
program." The advantage of working with people at this level is that
they know what they want and they don't waffle. Joel Kocher, the
president of Dell in the early days, was a literalist. His mantra was
“Just give me big computers, big prices and a big phone number. Just
think of all the time you'll save. I could be your most profitable
client."
Certainty is in abundance at this level. Questioning is
non-existent.
THE LOYALIST
Belonging, loyalty, harmony and
conformity are key words. Fitting in and having a close bond with peers
is important. The security of the group is comforting. "We Catholics
believe." "Us Southerners believe." "Marketers in the fast food industry
do it this way." "People in the computer industry do it this way.” The
security comes from doing it the way everyone else in your perceived
group does it. People in new industries, like technology companies, tend
to fall into this category.
If you don't believe me, try bringing up a consumer analogy in a
high tech meeting. The feeling you get is one of stone cold
indifference. You can almost hear the screaming through the silence:
"How dare you contaminate this pure industry with your consumerisms.
We're new. We're different. We're the future. YOU DON'T UNDERSTAND US!"
Because of this group identification, most technology companies
never get past this stage. And, in general, most companies never get
past this stage. Car companies look to other car companies for answers.
Telecommunication companies study their rivals. Packaged goods companies
idolize Proctor & Gamble. Advertising creative people look at awards
annuals and imitate other advertising creative people (oops, did I hit
too close to home?).
THE CRITIC
This stage is defined by
observation, experimentation and a growing inner awareness that often
leads to disillusionment, struggle, doubt and difficult questions that
go against the established order (walk around the creative department
and this level is palpable). The person/client evolves from"what do
others think?” to"what do I think?"
Advertising agencies like us tend to have a lot of people in this
area. A willingness to experiment, to go against the established order,
to probe the difficult questions. This can be especially hard on a
client unless you have one that's willing to go through the process with
you. But if you're dealing with a client who's looking for certainty (as
in the Innocent and Literalist levels) then the process is painful. It's
also painful for a client who's moved beyond this level and really does
know what's right for them. They generally don't want to deal with the
chaos or cynicism that's inherent in this level.
On the positive side, a lot of creativity comes out of this
level.
THE SEER
They've taken in their experience,
mulled it over, questioned, synthesized, and integrated it until they
arrive at values that ring true for them. There's a deep sense of
internal rightness. Great clients and great agency people operate at
this level. They're always open to new ideas, but they intuitively know
what's right, and they're able to act on that intuition. Advertising
agencies tend to be great allies at this stage because of their exposure
to a wide range of businesses and consumer buying patterns. They
intuitively know the universal truths in the marketplace that apply to a
client's issues.
Clients who are at this stage are generally open to what's going
on outside their industry. They want to find out how their brand fits
into the culture, and they want to understand the bigger trends so they
can find the bigger answers. They also tend to treat advertising
agencies like valued partners. Clients at this level are great for an
advertising agency like us.
WISDOM
This level is defined by a total
commitment to a higher authority than themselves. Values, beliefs, and
actions become one. Gandhi, the Dalai Lama, and Mother Theresa achieve
this level in a spiritual sense. In the marketplace, Nike operates at
this level. They're cultural icons, representing much more than just
themselves. They inspire, educate, and transcend traditional perceptual
barriers. They play by a completely different set of rules than
traditional people or companies. These are the visionaries in life and
in business. These are the clients that elevate business and advertising
to an art form. The client/agency relationship at this level is hard to
separate because they operate as one voice in the marketplace. For
example, it's hard to know where the Wieden culture stops and the Nike
culture begins.
Okay, so now what. The general rule is that people have a hard
time communicating with someone two or more levels above them. I repeat,
the general rule is that people have a hard time communicating with
someone two or more levels above them.
The Literalist has a hard time communicating with a Critic. A
Loyalist has a hard time talking to a Seer. This is true whether they're
clients, agencies, parents or kids. (It's not as hard for people in the
upper levels to understand the levels below. Usually they've been
through the level and there's a certain amount of empathy. But as any
parent of a teenager can tell you, it's frustrating to deal with on an
ongoing basis.) With this in mind, we need to be aware of what level
we're at. And what level we're trying to communicate to. We deal with
all kinds of levels every day. For example, inside a level 5 or 6
company lead by a visionary CEO, someone in the marketing department
will inevitably be a Literalist (in fact, almost always).
Or vice versa. The Literalist CEO will have a Seer in the
marketing department that we'll have to communicate with (although, as a
rule, the lone Seer in the marketing department usually doesn't have a
lot of power, and usually leaves after a couple of months because of
"communication problems" between themselves and management).
I hope these observations can crystallize the reality of a client
or agency situation and help you deal with it. If you're having a hard
time communicating with a client, or internally with a colleague, go
over some of these thoughts and see if any of them apply to your
situation. 1 can't guarantee that anything will change, but at least
being aware of what's happening may make your life a little less
frustrating, and a little less stressful. If that happens, then it's
worth it.
As far as I can see, we have a ton of level 4 (Critic) and 5
(Seer) people in this agency. That's good. That means we have the
creativity, understanding, insights and ability to do great work. We
also have a lot of Literalist and Loyalist people within our client
organizations. The only way we're going to turn our creativity and
insights into higher level
advertising is by educating our clients. Getting each of them to
stretch to one level above where they're at (I know you want to get them
to 2 or 3 levels above, but it isn't going to happen overnight. All
you'll get is folded arms, or a downward stare, or a "deer in the
headlights look," all leading to a phone call to Fred asking that you be
taken off the business). Just do your homework, listen to their issues,
slowly get them to question their safe "beliefs" and give them sound,
alternative solutions that will enable them to start communicating on a
higher level.
You guys have the talent. I know you can do it. Go for
it.
We think that this could well be one form of foundation for
employment branding.
- John Sumser
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