I founded Aaron+Gould on August 12 2008, and in order to get cash flow through the door I did some work at a really cheap rate – I mean, stupidly cheap. You tell yourself that you’re building your portfolio, or building your network, but after it all you realise it’s just one of the things that you do to make ends meat.
Side note: most business people would never be this honest – they’d be too busy posturing – but I know that you learn just as much from the scars as you do from the successes. Anyway…
So I took the job late last year. To cut a long story short, we finally got the last bits of copy we needed this week (after 7 months of silence) to wrap the project up. Thing is, our rates are now exceedingly more, and thus I faced the dilemma: do I do the bare minimum, quickly and to a low standard, and say “that’s it”, or, do I treat them just as valuably as our other clients?
My solution was found in the following Gucci slogan: Quality is remembered long after the price is forgotten.Let me rephrase using my favourite word: Experience is remembered long after the price is forgotten. Every person I am in contact with, every client my agency serves, every visitor that enters my church, every follower on Twitter and reader of this very article – every single one deserves a compelling experience, and it is that experience that they’ll remember above all the other factors that fade over time.
To this end, I resolved not to compromise this client’s experience. I’ve decided that providing a compelling experience is now one of my personal and business non-negotiables. I won’t compromise it.