Sometimes, I get emails from the clients which try to convey something like –

“We want to do something for Valentine’s Day. What can you suggest?”

It’s hard to not get annoyed and confused by such a brief.

It’s confusing because we do not know what the client wants. There are no answers to questions like –

“Why do we need to do this ‘something’?”

“What do we hope to achieve?”

When these questions are asked, the client gets uncomfortable. Uncomfortable because the client doesn’t know these answers himself. If it’s a Marketing Manager (or an agency), he might also not have an answer. His answer could be something like “We need to do something because I want to show to my boss that I am doing the work.”

Let’s stop this bullshit, shall we?

Let’s do Marketing to make an impact, and not because we are supposed to do something.