When a client isn’t a fan of what you’ve produced you have two options: 1. Defend your choices (you’re the expert, after all) 2. Make all the changes they request (hey, it’s their money) Here’s how you don’t ever have to make that choice: 1. Define their success metrics (in writing) at the onset of the project 2. Build a preproduction period into your process that includes approvals from the client The first allows you to discuss any creative choices in the context of how they’re measuring succe

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