I realized immediately our new client ruled by intimidation. He lobbed an insult about my vacation, insisted he could plan marketing strategy better than our agency. When we shot a video, he insisted on using notes. Disaster.
Then I had an idea: a market index branded with his name. He loved it – called it “lightning in a bottle.” His top producer called me, asking how they could overcome their biggest liability – their owner.
I recalled our finance columnist Darryl Salerno’s tip: occasionally fire your worst client and watch your agency’s morale and productivity improve. Mine soared as well. Problem solved.