Your client wants content updates that don't match your strategy. How do you handle conflicting priorities?

When a client requests content updates that don't align with your carefully crafted strategy, a balanced approach is essential. Start by genuinely listening to the client's concerns and needs. Understanding their perspective fully before jumping to conclusions helps in building trust and ensures you have all the necessary information to address the issue effectively. Apple has a reputation for listening to its customers carefully. When users expressed concerns over privacy issues with Siri, Apple responded by pausing the program, re-evaluating its policies, and implementing changes to address user concerns. By listening first, Apple was able to address user issues effectively without compromising its long-term strategy.

When a client’s request doesn’t fit your strategy, use it as a chance to dive into a deeper conversation. Instead of immediately focusing on how to compromise, start by exploring the “why” behind their request. Ask open-ended questions to uncover their true objectives and challenges. This approach not only shows that you value their input but also helps you identify potential opportunities for creative solutions that align both their goals and your strategy. It’s about building a partnership where both sides can contribute to finding a balanced, effective outcome.

When a client asks for something that doesn’t fit your plan, listen carefully. Understand what they want and why. This isn't the time to solve the problem right away; it's about showing you care and finding common ground. When clients feel heard and respected, you build a strong partnership. This makes future discussions about aligning strategies much easier and more productive. In the end, it's all about working together and valuing each other's input.

Evaluate the potential impact of the client's request on your current strategy and resources. Consider the benefits and drawbacks, and how the change might affect other ongoing projects or goals. In 1985, Coca-Cola introduced “New Coke,” a reformulated version of its classic drink. The company assessed the impact of this major change, which initially seemed positive. However, the backlash was swift and significant, showing the importance of thoroughly evaluating all potential impacts. Coca-Cola quickly reverted to the original formula, highlighting the need for a careful impact assessment.

From my experience, when a client’s request diverges from your content strategy, think of it as a chance to explore new angles. Start by mapping out how their suggestions might shake up your current plans. Imagine their ideas as potential “wildcards” that could offer fresh opportunities or challenges. Evaluate how these requests might impact your short-term tasks and long-term goals, and consider how they might shift your KPIs. This thoughtful assessment not only helps you weigh the pros and cons but also prepares you to craft solutions that bridge their needs with your strategic vision.

Tried and tested stuff: 1. Start with a chat/call to understand their perspective and reasons behind the request. 2. Explain your strategy clearly and how it aligns with their overall goals along with providing data or examples to show why your approach works best. 3. Suggest a compromise that integrates their ideas without straying from the strategy. 4. Reassure them that the primary goal is their success, and you’re on the same team.

Use data and examples to educate the client on the potential downsides of their request. Be respectful and diplomatic to ensure they understand your perspective without feeling dismissed or undermined. Netflix often uses data to guide its content strategy. When subscribers demanded more original content, Netflix educated its audience by sharing insights on viewing trends and the long-term benefits of investing in original series. By tactfully educating their audience, Netflix was able to maintain its strategic direction while addressing subscriber concerns.

In my approach, once you’ve figured out how a client’s request might affect your strategy, it’s time for a heart-to-heart conversation. Gently explain how their ideas might steer the project off course and impact the campaign’s success. Reassure them about the strengths of the current plan and how it’s designed to meet their bigger goals. By having this open and honest discussion, you help them see why staying on track is beneficial and support them in making choices that drive their success.

Instead of outright rejecting the client's request, propose alternative solutions that can address their needs without completely derailing your strategy. This shows flexibility and a willingness to collaborate. Starbucks often receives requests for menu changes from its customers. Instead of overhauling the entire menu, Starbucks frequently offers seasonal or limited-time alternatives to test customer preferences. This approach allows Starbucks to meet customer demands while staying aligned with its overall menu strategy.

From my perspective, once you’ve addressed a client’s concerns and the impacts of their requests, it’s time to offer creative alternatives. For example, if they push for a major redesign, suggest smaller updates that fit within the current strategy. Or, if they request extra features, propose a phased approach where you tackle immediate needs now and plan additional features for the future. Offering these thoughtful options shows your flexibility and commitment to finding a solution that aligns with their goals and your strategic framework.

From my experience, once you and your client agree on changes to the content strategy, it’s essential to document everything carefully. For example, if you decide to shift from a focus on product features to sharing customer success stories, make sure you outline the new goals, expected results, and how you’ll measure success. This might involve setting up a new timeline or defining specific benchmarks. Keeping a detailed record not only helps you track progress but also serves as a reference for any future changes. It’s all about creating clarity and maintaining a smooth path forward.