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I’m willing to bet that at one point or other in your career you came up with a creative new way to shake things up with your clients. Maybe that idea didn’t make it that far from the drawing board. At some point in the process it was stifled. Either you or your clients weren’t ready for change.

Our profession can inspire creativity and stifle it at the same time. Our time with clients is precious. They want results, and you can’t risk using them as guinea pigs to try an untested system. This is where the focus group and a trial period come in.