The Courage to Disagree: Why the best professionals are not yes men

There are two kinds of Account Executives in advertising.

The first says, "I will do whatever the client wants me to do."

The second says, "I will try my best to give the client what I believe he needs."

At first glance, the distinction may seem subtle. After all, both are ostensibly working towards the same objective: satisfying the client. But there is a fundamental difference in their approach to the profession.

The first is primarily interested in pleasing the client. He wants to build a relationship, win friendship and confidence, and ensure that the client is always happy with him. His instinct is to agree, accommodate and deliver whatever is asked of him.

The second has a different motivation. He takes pride in his work. He has a point of view, believes in professional standards and is prepared to defend what he thinks is right. He wants to please the client too, but he believes that the best way to do so is by delivering what the client actually needs, rather than blindly following what the client happens to want.

Which of these two is more likely to command the client's respect?

I would argue it is the second.

Because, sooner or later, even the most demanding client recognises the difference between someone who is merely agreeable and someone who has genuine professional conviction. The latter brings something valuable to the relationship: independent judgement.

This is particularly true of creative professions. The best creative people are rarely yes men. They will fight for an idea they believe in. They will argue for a better headline, a stronger visual, a more compelling campaign or a more imaginative solution. Not because they enjoy confrontation, but because they care about the quality of their work.

I was reminded of this recently when I attended a presentation by one of the country's best-known architects. The subject was a landmark skyscraper. As the presentation progressed, members of the audience began offering suggestions on how the building should be designed and constructed.

The architect listened, but he wasn't about to surrender his professional judgement to every suggestion that came his way. He had a vision for the building. He understood the principles of architecture, the demands of the site, the integrity of the design and the responsibility of creating something that would stand as a work of art.

He wasn't being dismissive of his clients or audience. He was simply refusing to confuse consultation with abdication of professional responsibility.

The building was his canvas. His responsibility was to uphold the standards of his art.

It struck me that this is true of almost every creative profession. A filmmaker cannot make a great film by accommodating every suggestion from the audience. A designer cannot create exceptional work by allowing every stakeholder to dictate every detail. A musician cannot produce an original composition by constantly seeking approval for every note.

And an advertising professional cannot build great brands by simply executing every instruction that comes from the client.

Of course, there is a distinction between professional conviction and professional arrogance. Having a point of view does not mean being inflexible, dismissive or unwilling to listen. Clients bring commercial knowledge, business realities and a perspective that agencies may not always possess. The best professionals listen carefully, understand the brief and remain open to being challenged.

But listening does not mean surrendering judgement.

The agency-client relationship should ideally be a partnership of equals, with each side bringing its own expertise to the table. The client understands the business. The agency understands the craft of communication. The magic happens when both respect each other's contribution.

Perhaps the greatest compliment a client can pay an agency professional is not, "He always does what I ask him to do."

It is, "I may not always agree with him, but I know he will tell me what he genuinely believes is right."

That is when trust is built. And that is when a professional earns something far more valuable than a client's temporary approval.

Respect.