As a media producer, you know how important it is to deliver high-quality work that meets your client's expectations and vision. But sometimes, you may encounter creative disagreements with your client that can jeopardize your relationship and your project. How can you navigate these conflicts and find a mutually satisfying solution? Here are some tips to help you.
The first step to resolving a creative disagreement is to understand the root cause of the problem. Is it a matter of taste, budget, deadline, or scope? What are the client's goals, needs, and preferences? What are your professional standards, limitations, and suggestions? Try to listen to the client's perspective and empathize with their concerns. Ask open-ended questions and clarify any misunderstandings. Avoid making assumptions or judgments.
Ideally, a creative brief and proper pre-production would have mitigated this in the first place. But if this happens, you need to look at the root of the creative disagreement. What does your client feel their creative approach will achieve that your approach will not? Once you understand the desired outcome you can work together to assess your options. Note the phrase "work together".
Clients, or humans for that matter, are seldom clear in expressing what they need. When it's ambiguous, emotional curiosity is the compass to get clear. Are they frustrated? Are they offended? Are they concerned? Confused? Disappointed? ...Sometimes the answer is clear by their expressions, sometimes it requires a simple vocalized guess—with a willingness to be wrong. By expressing openness and acceptance of how they're feeling, you can validate what they're needing, and how you as a servicer to their needs can position yourself to fulfill that role. As a life raft, you can also explore the emotions and needs of the audience, or the customer, as a north star that you both you share, and want to fulfill through your collaboration.
The second step to resolving a creative disagreement is to communicate effectively with your client. Use respectful, polite, and constructive language. Avoid blaming, criticizing, or dismissing the client's ideas. Acknowledge their feedback and express your appreciation. Explain your rationale and reasoning for your creative choices and how they align with the project objectives. Provide examples, evidence, or testimonials to support your claims. Be open to compromise and negotiation.
Avenues for further study on communicating effectively: Non-Violent Communication, and The NVC training course by the late great Marshal Rosenberg. The corpus of William Ury The Compassion Book - Thom Bond (apprentice of Marshall Rosenberg, see above) (His org NYC-NVC also offers fantastic live introductory and deep dive courses) The corpus of John Kinyon
The third step to resolving a creative disagreement is to offer alternatives to your client. If the client is unhappy with your original proposal, don't take it personally or give up. Instead, show them that you are flexible and willing to adapt to their needs. Present them with different options, variations, or revisions that address their concerns and incorporate their input. Highlight the pros and cons of each alternative and how they affect the project outcome. Ask for their feedback and preferences.
Footnote: this is also a territory If your own needs are not being met. If so, decide first if you want an alt solution, or freedom. Communicate respectfully, using the principles above to know your position, and cling to the language of "I". "You" is helpful if it's needed to describe a behavior with specific detail, but it also provides a dangerous tee-up for accusations of character like "you're unreasonable" or "you've been unclear". ? Here's a trick: You can put your feelings, needs, and issues into cGPT with the persona "NVC mediator" for inspiration if you find yourself needing to cross the bridge to an alternative strategy together, or to walk away with some sense harmonious agreement.
Keep in mind that your customers don't mandatorily have a good understanding of what they want. That is why they hire a professional - you or your production company. Don't be shy to suggest ideas or alternatives. Share examples of how you can visualize their ideas. But it's important to keep the "advice" tone. Don't school your clients, they are the customers, and they are always right!
The fourth step to resolving a creative disagreement is to seek a third party opinion if you and your client cannot reach an agreement. Sometimes, it helps to have an objective and unbiased perspective from someone else who is familiar with the project or the industry. You can ask a colleague, a mentor, a consultant, or a mediator to review your work and your client's feedback and provide their suggestions. Be open to their feedback and respect their expertise.
The fifth step to resolving a creative disagreement is to document everything that you and your client agree on. This will help you avoid any confusion, miscommunication, or disputes in the future. Make sure you have a clear and detailed contract that outlines the project scope, deliverables, timeline, budget, and payment terms. Keep a record of all your conversations, emails, meetings, and decisions. Update your client regularly on the project progress and any changes.
1) Always write into the contract, that when the video is delivered - the client has the right to return it with creative corrections and comments two times free of charge. Starting from the third iteration the correction is charged for postproduction time. 2) Some companies have several decision-makers. Always ask the customer to point to one exact person who will be your contact from their side. Send them the product, let them discuss it inside the company, and let your contact bring you their final decision. If they want changes - see paragraph 1. 3) Always. Without any exceptions. Even with returning customers and friends. All the communication regarding the product, the creative decisions, and changes have to be sent in written form.
The sixth step to resolving a creative disagreement is to learn from the experience and improve your skills and processes. After you complete the project and deliver the final product, ask your client for their feedback and satisfaction. Thank them for their collaboration and trust. Evaluate your performance and identify what went well and what could be improved. Reflect on how you handled the conflict and what you learned from it. Apply your learnings to your future projects and clients.
The best way to navigate trough creative disagreements is to be transparent and when both parties are on the same page. To do this ask your client to give you visual examples snd get as much information as you need in order to get a clear picture of what your client wants. Use storyboarding to bring this idea to life, before you spend time and money and make sure the client agrees on your ideas.