I work as an editor at a production company catering to charities. A client had demanded a film be delivered in 4 days, from a standing start. It was rough, but with a lot of late nights and some work over the weekend, I pulled it off – and the result was worth it. The video was warm, full of heart and human stories, and it really showed the excellent relationship this client had with their service users overseas.
But good things don’t last…
Client: We love the film! It really shows our strategic relationship-based approach…hey, that should be the title! A Relationship-Based Approach.
Client 2: No, that won’t do.
Me: (inwardly) Thank god.
Client 2: We should call it A Relational Rather Than Transactional Approach!
I tried talking them out of it, but they were adamant. With those 6 words, they sucked all the joy and warmth out of the video.