Know who doesn’t like surprises? Besides my wife, that is. Clients.
Generally speaking, clients want to know what’s going to happen, when it’s gonna happen, why it’s gonna happen, and who it will happen with. They want the playbook, the rules, and the final score before the first play ever takes place on the field. Metaphors aside, you know what I mean. The average client finds comfort—and control—through clarity of process and purpose.
Under “no surprises” is a laundry list of watchouts bound to sow misgivings, if not mistrust. It includes all those unexpected things—big or small—that don’t go over well because they were neither anticipated nor requested.
