Contrary to the way things have been done in advertising and marketing for the past 100 years:
If you involve your clients as much as possible in the work, there’s an excellent chance they’re going to come up with stuff that will leave you shaking your head and saying to yourself:
Holy crap, I could’ve stayed at the agency all night every night
Worked nights and weekends
Studied their company
Followed them everywhere
Gone to work for them full freakin’ time!
And never come up with the absolute gold
That just came out of their mouths.
I’m here,
Kevin