A Simple Method for Qualifying Projects

The 2 Out of 3 Rule

I know what you’re thinking. “Client selection? You don’t choose clients, clients choose you! And that’s true when you’re looking at the situation broadly. But being successful in creative industries like video production means that you have to have enough freedom to create really cool projects. And for some clients, that isn’t really their cup of tea.

Sometimes a client simply isn’t the right fit for your business, which also means that you aren’t a good fit for their needs either, and that is totally ok! It’s a great system. Our team is always evaluating our clients and projects to make sure that we are in a position to be successful with every job we take on. Using 3 main questions and following the 2 out of 3 rule, we are able to choose which projects we can take on. This strategy has allowed us to build our company on a foundation of creative freedom. Wondering what these magic questions are? We’ve outlined them below!

Question 1:

Does the client have a unique creative vision or are they going to allow us to put a creative spin on their concept?

Simply put, this is a question of creative freedom. When clients come to us with very black and white specifications about how they want their project done, we are placed into the role of worker bees. The problem is, the client typically comes to us without the industry expertise that we have, and in some cases, their constrictions will force us to ignore best practices. Ultimately, this means that we can’t do our best work, which for both parties, is a major issue.

Of course, our goal is always to start a dialogue with our clients to talk about our concerns. But if they’re insisting that we do things their way even though they’ll be disappointed with the results, that’s a major reason that we might reconsider the project.

Question 2:

Does this project allow us to work with a great team? Is this the type of team that can create something great and are we going to have fun while working with them?

The team dynamic is a major factor in our line of work. Of course, our goal is to provide high-quality content to our clients, and working with a great team means more opportunity for collaboration and trouble-shooting. If we have the opportunity to work with a group of people who are into the project and care about the outcome, the environment is perfect for innovation and originality, which is necessary in the marketing and video production industry.

Question 3:

Does the client have the budget needed to create something that is in-line with their expectations?

This is where the business side comes into the creative industry. Sometimes, clients underestimate the cost of really good content, which puts us in a tough spot. If clients are realistic about their budget and are okay with something more economical, then we might be able to get creative and pull something off. But if clients come into a project expecting way more than they are willing to pay for, they’re setting themselves up for disappointment and putting you in a tricky spot of being the person who can’t deliver. Before you run into a project, always ask what their budget is, and evaluate how well you can meet their expectations based on what they are willing to pay.

Picture each of these questions as a corner of a triangle. If the answer to at least 2 of these questions is “yes” then the project is worth looking into! You can strategize and talk to the team about how to meet their expectations. However, you have to be willing to spot the red flags and call a halt as well. And if you are fortunate enough to have a client who checks all three boxes, congrats! You’ve found the equivalent of a 4-leaf clover. They’re great, but they don’t come around as often as any of us would like in the marketing and advertising industries.

In creative industries, such as marketing, advertising, or video production, the idea that the customer is always right isn’t a constructive concept. Clients come to you for your industry expertise. When they won’t listen to you or they have unrealistic expectations, you are the one being put in a difficult position. To avoid this, it’s necessary to know when the new project is simply not going to work out, be transparent with the client, and move on to the next thing. In the long run, your business will thank you!