Think of it like giving the client a map: they can change the route a few times, but eventually, they need to pick a destination. Remind them that the fastest way to reach the goal isn’t by constantly asking for new directions! Dealing with a customer who provides inconsistent feedback is akin to attempting to hit a moving target with a water balloon—it's chaotic and unpredictable. The idea is to establish defined boundaries and benchmarks upfront. Explain politely that, while feedback is essential, frequent modifications might cause delays in development. To keep everyone on track, provide organized feedback rounds and set revision deadlines.

Establish clear communication by setting specific timelines for feedback and encouraging the client to consolidate their thoughts before sharing. Regular check-ins can help keep the project on track and ensure that any changes are manageable and aligned with the overall goals.

In my opinion, setting clear expectations and timelines at the outset is crucial to managing a client who frequently changes feedback. Regular check-ins and iterative reviews can help keep the project on track while allowing for necessary adjustments.

Feedback is essential. The client's perspective strengthens the strategy, and revisions improve the work. However, a disorganized client can lead to a death spiral of endless revisions, eating up both your budget and timeline. It's OK to be direct with them—don’t be afraid. Let them know that while you want what’s best for the project, there’s a risk of missing the deadline, and additional exploration will require extra charges. If they have internal stakeholders who disagree or provide conflicting feedback, hold a workshop with all parties involved. I’ve found that clients usually respect your time. If they don’t, it might be time to find a better client.

This is not all that difficult if you know how to address it. Vacillation is a symptom of fear of the unknown. In branding there are several statistics to lean on prior to the strategy and campaign, but the consumer reaction is data derived only post facto. This can create uncertainty and second-guessing becomes the worst enemy of creativity. What must be explained to a client who starts setting false boundaries, is that playing it safe is the riskier thing to do. Being ordinary makes the brand less inviting. Staying within a narrow box reflects as a brand without a clear personality, message or purpose. When safe becomes scary, innovation and disruption become very acceptable.