“Make it pop.” We’ve all heard it, and we often think we know what it means. Then the design comes back too bright, off-brand, or just “not what I had in mind.”
Welcome to the daily task of translating client-speak into clear direction.
A client might ask for a press statement that feels “reassuring”, and the team writes something warm and empathetic. But what the client actually wants is confident, authoritative language that signals control.
Vague requests usually carry specific expectations. “Thought leadership” often means “smart, but easy to follow.” “Crisis-ready” usually means “something’s wrong, we need to look prepared.”
The key is to ask, not assume. When someone says “premium,” do they mean minimalist like Apple or solid and authoritative like Dangote?
Strategic advisors don’t just take briefs. They decode, and make sure everyone’s reading the same script.
