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I was having breakfast with a friend from another agency recently when he reminded me of a Bill Bernbach story he admired. I had probably told him this story. I really don’t know if it’s true or if it’s one of those “urban legends” that surround great people like Bill Bernbach and grow with time.
All I know is that I was told this story by Keith Reinhard and I’m going to believe it’s true!
As the story goes, apparently Bill kept a small piece of paper in his jacket pocket. When he was in the middle of a meeting with a client who had an opposite point of view to his, he would pull out this piece of paper and read it to himself. On the piece of paper were three words: “Maybe he’s right.”
Those three words always stop me in my tracks. They are certainly worth remembering…..if only to remind ourselves of the importance of the great, and too often lost, art of “listening.”
I find that sometimes, in our passion to sell our ideas to clients, we lose sight of the fact that often our clients are our greatest source of inspiration and clarity. So today, as we spend more time co-creating with our clients, partners and even customers, it’s good to keep that phrase tucked in the back of our minds:
“Maybe he’s right.”
Bob Scarpelli, Chairman & Chief Creative Officer, DDB Worldwide
This page contains a single entry from the blog posted on November 6, 2008 3:08 PM.
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Comments (3)
Anca
Listening is indeed a great art. I actually think it is best not to deliver storms of information and arguments but try to introduce subtle suggestions that would have your interlocutors "blossom" and share their opinion on the matter discussed. Then it's all way easier to find the right arguments and the right tone of voice -- because let's face it, not rarely do we encounter rejection due to some mistaken choice regarding HOW exactly it would be better to introduce an idea. I always say, listening is the best way to learn how to anticipate the other's next step -- the world should be dancing more.
Posted by Anca | November 18, 2008 11:15 PM
adhythya
sometimes, in fact often... i forget that our clients are our greatest source of inspiration and clarity.
thx 4 the story bob.
Posted by adhythya | December 18, 2008 4:39 AM
Anonymous
i cant agree more.you must let your client go first .
Posted by Anonymous | January 7, 2009 5:47 AM