On one of my many business social networks this morning, the question was posed “Who is your dream customer/client?”

The “dream client” isn’t just about the client, it’s about how we interact with a client. And about the respect and humanity in the client relationship that exists by it’s very nature. I’ve found that it’s when that respect and humanity breaks down that relationships sour.

The “dream client” is one where the relationship is built on a mutual respect. One who actively engages with the creative process, is willing to take the occasional creative and strategic risks, who is able to give good constructive feedback, and who trusts in the experience and process we bring to the work. They are able to express their opinions and thoughts in a non-confrontational way, and are skilled at communicating in an inclusive way. It’s also our responsibility to do the same. Not every idea is the “right” idea. But it only benefits the client to be able to have a discussion around why something may or may not work, the pros and cons of an idea, and really get to a full understanding of each other – and the business – to be able to get to the “golden idea”. You have to be able to sift through the dirt to get to the gold.