Pornography and Good Creative: "I can't define it, but I’ll know it when I see it."
Let’s get real for a second, when it comes to knowing what’s best for their customers, many brands are flying blind. They think they know. They have assumptions, gut feelings, and internal discussions that reinforce their own biases. But the truth? Some of them don’t have the slightest clue who their customers actually are, what they really want, or how to effectively connect with them.
And yet, these same clients want to call the shots on creative work without ever speaking to the people they’re trying to reach. It’s a bit like that famous Supreme Court ruling on pornography: "I can't define it, but I’ll know it when I see it." Clients often have the same approach to marketing, vague, gut-driven, and based on what feels right rather than what is right. But here’s the problem: if you don’t know what you want, how can you possibly know what’s best for your audience?
Are Clients Even the Best Judge of What’s Best for Their Customers?
At The Idea Integration Co., our expertise lies in creating marketing and advertising that actually connects with people. And to do that, we don’t just sit in a boardroom and brainstorm in a vacuum, we do the work.
We research. We dive deep into customer data, behaviors, and trends to understand not just what people say they want, but what they really respond to.
We test. No idea is ever set in stone until we see how real people react to it. It’s all about iteration and refinement.
We identify your real audience. You’d be shocked how many clients have no idea who their actual customers are. They think they’re selling to one group, but our customer identification exercises often reveal an entirely different (and more lucrative) market.
We talk to your customers. Before we put anything out into the world, we get feedback straight from the source. Focus groups, surveys, one-on-one interviews—we don’t finalize a single pixel until we know it resonates.
The Reality Check Clients Need
It’s easy to assume you know what your customers want because you’ve been running the business for years. But experience inside the company doesn’t equal experience inside the minds of your customers.
Here’s what we’ve learned from nearly two decades in the game:
Just because you like something doesn’t mean your customers will.
Just because your competitors are doing it doesn’t mean it’s right for you.
And just because something has worked before doesn’t mean it will work again.
Marketing isn’t about making clients comfortable, it’s about making customers care.
Trust the Process, Not Your Gut
We get it, trusting an agency with your brand is scary. But here’s the deal: we’re not here to make art for art’s sake. We’re here to create strategic, creative work that drives results. And that happens when you trust the process, not just your gut instincts.
Want proof? The most successful campaigns we’ve ever executed came from clients who let us do what we do best. They allowed us to push them beyond their comfort zones, to challenge their assumptions, and to connect with their audience in ways they never imagined. And guess what? Their customers noticed.
The Takeaway
If you’re making marketing decisions based on what feels right instead of what’s been proven to work, it might be time for a reality check. Do you really know your customers as well as you think you do? If you’re not 100% sure, let’s talk.
We’re here to help you understand your audience, create work that resonates, and make sure you’re not just another brand shouting into the void. Because the fun stuff? The cool campaigns? The ideas that make people talk? They don’t come from gut feelings—they come from understanding.
And understanding starts with us talking to your customers.
Let’s do it right.