What’s The Real Key To Finding Your Muse?

(A three part series on the process and how to separate the purest wheat from the finest chaff)

What Really Matters…

What is chemistry? I like you? You seem smart? I respect you? I like your tie? This organic equation does not require a formula in our opinion. It will be there or it will not for a thousand reasons that aren’t too far removed from the same attraction juice that causes people to be drawn to or repelled by others we come into contact with. Humans make decisions about people very quickly says Malcolm Gladwell in his book BLINK, a fascinating tour of powerful sub-conscious cues. It just IS as they say.

How the fit fits between client and agency is the stuff of spark, flame, comfort or decided lack thereof. You cannot compel it (chemistry) but nevertheless recognize how vital and essential the matter of rapport will be. After all you’ll be slaying dragons together presumably.

Getting to know you…

What real-time investment is made to get to know each other? Conversations not presentations loom large. Dinner anyone? Does this feel somehow frivolous? Our recommendation is this: way more weight needs to be focused on the human side of the journey than perfunctory RFP processes often allow for. A consultant, by the way, cannot do this for you. The right pheromone formula is a highly individual thing and human contact is the only route to assessment. On-site agency tours can also be revealing in terms of environment, practices and people — and could be an integral part of the overall chemistry check analysis.

Business is done between people who trust each other. Period. Everyone in a decision role (not too many please) should be involved in meet, greet, talk and get to know one another sessions. Outside of the conference room would be good. This can steer you towards a successful partnership and away from something destined to shipwreck later. You’d be surprised how much you’ll learn through informal, hair-down discourse.

It’s really about the people. That’s what you’re getting and trust is the key ingredient.