"If your work doesn't speak for itself, how do you ensure it gets heard?"
In this episode of Futurecrafting™, Patrick Kizny dismantles the myth that creative work can speak for itself, emphasizing the need for context and packaging to convey its true impact. Drawing parallels with the unnoticed pavement slabs at the Great Pyramids of Giza, Patrick argues that without proper guidance, clients may overlook the real value of your portfolio. He discusses the common pitfalls in how creative firms present their work, often failing the "So what" test, and underscores the importance of demonstrating the business impact.
Key Takeaways
The Myth Busted: The belief that "the work speaks for itself" is flawed. It’s essential to sell the impact, not just the work.
Context Matters: Proper context and packaging are crucial in guiding clients to understand the value of creative work.
Levels of Presentation: From minimal captions to detailed case studies, Patrick critiques common presentation levels and highlights the importance of demonstrating impact.
Implementing Value Alignment: For new projects, integrating value alignment with clients from the start ensures better recognition and appreciation of the work.
Next Steps: Patrick offers actionable advice for firms looking to evaluate and enhance their work presentation, emphasizing the role of case studies in showcasing impact.
Questions for Further Reflection
How would your new business and marketing transform if every piece of work you presented clearly demonstrated its business impact?
What would happen if you began each project by defining success criteria with your clients, ensuring mutual value alignment?
How could your approach to client engagement and project presentation evolve if you applied the "So what" test rigorously at every stage?
