Clients are the definition of the old “can’t live with them, can’t live without them” idiom. Literally speaking, you cannot operate your business without a base of clients, but anyone in the marketing game has had the misfortune of taking on a client that was more trouble than they were worth.
There are a variety of specific reasons why some clients can be so dreadful to work with, but it seems almost every reason falls under the same umbrella: they ignore the big picture in favor of the minutiae. Instead of focusing on the goals or end results of their marketing campaign, they get fixated on small, usually meaningless changes that won’t impact the success of the project.
This article originally appeared on Forbes.com, on January 15, 2021. Read the rest of the article here.