In a recent interview on Techcrunch, Buddy Media co-founder Mike Lazerow (@lazerow) spoke about how insular the world of digital marketing and media is. He's right, and that insularity is expressed everyday in the phrase: They don't "get it." The world of digital is divided into the "us" who get it and the "them" who don't. Usually the agency is the "us" and the client is the "them" as in "Sigh, my client doesn't get it!" Say the previous sentence with dramatic frustration. It also applies to your boss who doesn't get it.
The thing is...If your client or your boss doesn't get it, look in the mirror. It means you have failed. Most likely you client doesn't get it for one of three reasons:
- You have not asked the right questions
- You have failed to explain it clearly
- You have not demonstrated it
So next time, instead of complaining to your colleagues, ask better questions, and then answer them clearly. And then show them how to do it, whatever the "it" is.