What you want is not always what you like.
You see, when clients tell us what they want, we usually assume that is what they like.
But these two are fundamentally different. You can create something which according to the briefing fits all requirements perfectly. Which should be something your client should like.
Yet then comes the final verdict: “I don’t like it.” And how hard you try there is nothing you can do to change his or her mind.
Going over the briefing won’t reveil anything but the fact that you did everything according to plan and still failed to satisfy your client.
This kind of misunderstandings is very common in the communication and marketing business. Why? Because while receiving the briefing we usually assume that what is briefed is what is desired and will be liked as such by your client.
Then ask yourself: “Is it?” And do yourself and your client a favour ask it aloud. Do not start creating before you get an answer.
You see, your client can and will understand that there can be a difference between what he/she wants and what he/she likes.
If he/she knows in advance they won’t feel bribed when you offer them something they do not like at first sight. And they will be more reluctant to listen to your arguments when defending your creation.
Why? Because first of all you really listened to what your client wanted, not only to what your client wanted to brief you. Secondly you have created a base for trust early on in the process which will make it easier for your client to trust your expertise.