“I didn’t know you did that.” Six words from a client. Years ago. They still bot
By Jpwarner · October 15, 2026 · Curated by George's Blog
“I didn’t know you did that.”
Six words from a client. Years ago. They still bother me.
Last week I wrote about asking our clients what they think we stand for. Their answers brought this memory back.
We were working with a company that had developed something remarkable: tattoo ink that could be reversed.
We dove into the creative. Built the brand. Developed the visuals. Everyone loved the work.
Then it went to market.
Tattoo artists weren’t interested.
We had aimed everything at the end consumer. But the artists had to buy the ink and recommend it. And many had no interest in selling something that challenged the permanence of their craft.
We built a great-looking campaign without understanding who actually had to say yes.
When sales disappointed, the conversation turned to audience research. I mentioned we had considerable experience doing that.
“I didn’t know you did that.”
That one hurt.
Not because we’d missed a chance to sell another service. Because we had the expertise to challenge the strategy before the creative started, and we didn’t use it.
We were so focused on doing the work well that we never asked whether it was the right work.
The product failed. Other things played a part. I’ve never forgotten ours.
Twenty-five years in, and here’s where I’ve landed:
Your clients shouldn’t have to know everything you’re capable of. You should know when they need it.
Sometimes that means an uncomfortable conversation before everyone falls in love with the work.
Including yourself.