The Blue Boat
When I worked for ad agencies, I heard of a client-wrangling device called ‘the blue boat’. Though I never saw it in action, this wicked concept delighted my dark side. Here’s how it went:
1. If a studio thought a client was going to be tricky and picky, the creative director worked a blue boat into the campaign concept artwork.
2. When presented with this artwork, the client invariably demanded the boat’s removal.
3. In so doing, the client exercised power over the creative staff and felt ownership of the concept.
4. Having showcased their expertise and stamped their authority, the client seldom felt the need to meddle with the creative process again.
5. The campaign then proceeded smoothly.
Though guiltily attracted to this diabolical strategy, part of me thought it could be unethical and condescending.
Then again, I’ve seen ‘nightmare’ clients kill great ideas, disrespect hard working staff and otherwise throw their weight around for the sheer joy of it.
Bereft of evidence, I’d sadly concluded that blue boats must be apocryphal. Then Seth Godin wrote a post called Add some {brackets} . Perhaps blue boats exist after all!
I’m now extremely keen to know the following:
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As a service provider, have you ever deployed a blue boat?
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As a client, have you ever spotted and sunk one?
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As a reader, do you think blue boats are legitimate?
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Are there better ways to deal with clients who display too much attitude?
Our discussion needn’t be confined to creative campaigns. It can cover pitches, tenders, letters, chats with the boss about pay rises – anything you like.
You can comment anonymously; we won’t blow your cover.
Let’s see what secrets we can raise from the deep!
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I started writing a comment here, and it became a rambling mess.
In a nutshell, I think this happens all the time. I prefer to avoid ploys like this, and instead to be be direct with clients. I will tell a client that he needs to take a deep breath and listen to the professionals. I will tell a client that his way is wrong. And yes, I will be able to back that statement up. This is also usually a good time to remind the client that you have a vested interest in the success of the project too.
A worthy client will respect that. Usually they just need reassurance that you feel as strongly about their particular project as they do. I get more value from a client when they are involved, onside and convinced, rather than detached, uninvolved and ultimately uncertain.
No trace of ramble remains, Stephen. You’re a great self editor! I admire your candour and courage. You sounded a lot like David Ogilvy just then, and that’s a fine thing!
I’ll have to take a leaf out of Steve H’s book and self edit too…
so much to say…
Another spiffing jaunt ol’ Bean :- )
I’ll pop back in later and try the ‘leaf’ thing…the jungle is pressing :- )
Cheers
Stephen G
Onya, Stephen G. Don’t forget to give us the latest on your pizza quest/pogrom/odyssey.
[...] The Blue Boat mybrc.myobnet.com/2009/09/01/the-blue-boat – view page – cached blog_blue_boat When I worked for ad agencies, I heard of a client-wrangling device called ‘the blue boat’. Though I never saw it in action, this wicked concept delighted my dark side. Here’s how it went: — From the page [...]
Ooh! Is that a cue? How can I resist! :- )
But I will defer to my new-found Super-Powers – delayed gratification!(isn’t that a nice way of saying that I’m old & slow & I’ll have to think about it? :- )
And Megan taught me a new word today: ‘decorum’ (I thought it was a kind of Tupperware! :- )
Aaaarrl Be Baark! :- )
Cheers
Stephen G
Holy Vacuums Batman! Where is everyone? Oh! That’s right, it’s nearly a Full Moon…for Small Business Owners, that often means homicidal axe-wielding customers & lots of damage control doesn’t it? :- P
Well, not to worry…I can write with fur AND claws so here I go:
In an attempt to contain my usual ‘parsecular’ meanderings, I thought I’d just answer Paul’s excellent questions…
*As a service provider, have you ever deployed a blue boat?
Yes! Sometimes unconsciously, but I think the defining quality here is that is done with conscious intent. I have only ever done such things when I was young and under the guidance of ‘churner burners’.
I have not knowingly done it of my own volition since.
As a client, have you ever spotted and sunk one?
I can’t think of any. The only thing that comes to mind was when I was working for Bob Jane T-Marts. I was about 24. We did one of those (then uncommon), high-folootin’ phone training courses. This was followed up over 12 months by random phone calls from trainers pretending to be inquirers (To follow & assess progress or not). Either they were really bad at it, or we were infallible at catching them out & leading them wherever we wished :- )
As a reader, do you think blue boats are legitimate?
Legitimate in the sense that they exist and I’m not aware of any law that addresses them directly. But ethically? Definitely NOT!
I agree with Paul…condescending, insulting and highly risky (if you get caught and your good customers hear of it).
Are there better ways to deal with clients who display too much attitude?
Yep! I reckon Design jobs of any description would be the most vulnerable to, and easiest in which to execute such exploits.
Often, in fact very often, when doing Graphic Design, one is commissioned by ‘closet’ Designers. Rather that trying to pull wool over people’s eyes, I would just say “What are you paying Me for? I don’t have a problem if you want to do it yourself”.
That’s also happened a few times with Permaculture Design Consultations. I never have a problem with constructive input & feedback; but when folks read a book and think they know it all, it can chew up a lot of time. My answer to that? “You do know you’re paying me by the hour?” :- )
For the most part (and I believe Malcolm has addressed this far more thoroughly than I am here), I think it’s important to be able to politely say ‘No’ to customers….something to the effect of ‘I don’t feel confident that our enterprise is geared to satisfactorily meet your high level requirements…perhaps (Insert some competitor you don’t like here), would be better suited to your needs’.
That said, this can actually be a ‘Blue Boat’ in itself. If the referral that you make becomes a negative experience for that previously ‘difficult’ customer, they sometimes return, somewhat ‘demurred’ by their experience and can be more amenable.
There you go…my 2 Bobs Worth :- P Thanks for another highly relevant, though provoking and edifying article Paul and fellow Commenters’ :- )
Cheers
Anonymous
Thank you once again Stephen for fleshing out our discussion so generously. It was a bit quiet in here: possibly too much ad agency focus.
I love eliciting these fascinating work stories from you and greatly look forward to your memoirs.
Whaddya mean ‘look forward to my memoirs’? Whaddya think this is?…scotch mist? Hahahaha! :- D
PS Typo in the 2nd last line of my previous post – ‘THOUGHT provoking’…not ‘though’ provoking :-/
Thanks again Cobba…another fine job :- )
Cheers
Stephen G
Hi guys,
Been a while since I stuck my head in here, got a lot of things going on!
As an ex agency guy myself, I’ve often heard of similar tactics, but also never saw them in use. Here’s the thing. Yeah, we all think we have the answers. And we might. We ARE the experts, after all, the ones who the client has placed their trust in.
But sometimes I think our OWN egos cloud our judgment. There’s no WAY the big, bad client can offer valuable feedback, right? Wrong. The client knows their product more than we EVER will, and we need to respect that. When it gets down to the minutiae, perhaps one of Stephen’s “closet designers” who wants to change a shade of green, that’s when you can try to get your boat in there. But otherwise, I think we need to listen to our client, make an effort to really understand their opinion, and respectfully provide our rationale for why we may disagree. Hopefully they’ll respect our opinion as well, and we can work towards a solution that makes the work even better.
Cheers,
Andy
Struth, Andy; it sure was worth waiting for your return! Your insight is incisive. And your background gives it gravitas. Thanks so much for telling it like it is! Best regards, P.