Everyone wants it….something for nothing, that is.  For the first time in 12 years of work in this industry, I had a prospect actually walk out of the room today in disgust…didn’t even say goodbye or shake hands.  A doctor…a plastic surgeon.  Supposedly a nice guy.  Hmmm…

The reason he walked out?  Because we do not work for free.  Why is it that otherwise reasonable and intelligent individuals think that the creative industry owes them a living?  Of course, his reasoning was that if a patient comes to him, he gives before and after photos of his work to help the patient make an informed decision.  Ok.  I get that.  I can give you before and after samples of my work, too…right here.  What I won’t do is work for you without payment or at least a gentleman’s understanding of where the relationship is headed.  I would assume that this same doctor would not perform half a boob job for free in order to help his patient make an informed decision.

I guess everyone would like to have something for nothing.  It would be nice, I suppose.  But this guy’s clinic has been through three different ad agencies in the past four years, and they’re shopping yet again.  So, clearly, the “something for nothing” approach hasn’t worked for them.

And that’s the kicker.  It never really does work.  When a professional relationship is not properly balanced with respect, communication, and consideration for and from both sides, it is doomed to fail.  Someone…somewhere…at some point…is going to walk away unhappy.  And rightly so.  Maybe they should work that in during those 8 years of medical school.

When dealing with the “something for nothing” types, it pays to stand firm on your brand values.  One of ours is “Focus First” (see this blog post for an explanation).  We don’t compromise on this one…that’s the point of a core value.  My meeting today is proof positive that, when you stand firm on those values, it’s going to irritate some people…but not the ones that really count.

When the time comes, stand firm and let them walk.  The truth is they probably just saved you a world of headache.

For more, see this entry, entitled “WHY WE DON’T DO SPECULATIVE WORK.“