Over the years, my company has struggled with the creativity-limiting effects of myths like these many times. But we have also enjoyed breakthroughs with forward-thinking clients who overcome their pull. What we have learned is that people are people, and whether they’re making a purchase for themselves, their families, their companies, or even their government, their decision-making processes aren’t entirely rational. Even when they’re thumbing through the trades (perhaps especially then), they’re attracted to appeals that are unique, interesting, and compelling.
Read the whole thing, and if you do a lot of B2B work, send it to your client. But Steve mentions how he encountered resistance during one client presentation. I’d love to know his rationale and go-to arguments during a presentation when clients get nervous.