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As I work to uncover and address pain points for project managers in the creative management industry, one point has already come up through discussions with those running the projects. It’s the issue of the project client being the project client and the creative team thinking – at times (or at least acting, at times) – as if they themselves are the project client.
Let me explain this concept. The project client, obviously, is the true project client. And the project manager is tasked with giving the client a workable solution that also makes that client happy (and hopefully someone who comes back for more…after all, profit and revenue are important and pay the bills). However, a creative team knows their job, they know what works, and often it’s better or more workable or more doable than what the client is asking for. That can be true in any industry where projects are being led, right?
So the project manager is left with the unenviable task of keeping the project client happy, delivering what he wants, delivering what he needs (and will truly solve the need), and not squashing the creative drive of the project team that is working on the ad campaign or design or whatever the project might entail. They know their jobs and at times feel like they are the client and should be allowed to implement the design or campaign that they know will work…not what some less knowledgeable ad agency client thinks they want and thinks will work. Does this sound familiar?
What this really goes back to is making sure you do the following three things and you do them very well…
Set expectations up front. This goes for client expectations as well as the project team members’ expectations. The project manager is going to get pulled in fifteen different directions on a daily basis – so the best thing they can do first is make sure everyone is on the same page with the project, who the client is, what the client wants, and what next steps are.
Document requirements well. Everything goes back to requirements, no matter what the industry is. Period. Well documented requirements help the client understand the project, help the project manager manage the project and the scope and the financials, and help the delivery team understand what is expected of them and how to go about designing the best solution for the project and the client’s needs.
Keep the creative team members reined in. Serious…this is critical on any project in any industry but may be even more so in the creative management industry. My most difficult projects keeping team members aligned with requirements and not out gold-platting (intentionally or unintentionally) design and development work and starting tasks before requirements are finalized (meaning performing work that may not even be billable…ouch!), was on creative website and design work that my group was performing for internal clients at a huge aviation and engineering firm. I probably had several headaches from this effort on every project I managed during the three years I was working there. Frequent team meetings to keep everyone on the same page and moving forward with the agreed upon requirements and design is the best way to keep everyone reined in. Weekly meetings should suffice.
Summary
It can be a constant struggle. As the project manager you have to balance your team’s creative drive with managing the scope and giving the client what they want, need, and sometimes exactly what they asked for. That can be frustrating to the project team that “knows” that may not be what is best, but at the end of the day the client is the one paying the bills and they need to be satisfied…not left feeling frustrated. Keep in mind that if they are asking for something you fear will come back to haunt you later – document the other options you offered well because you might need to back yourself up if they say what you gave them isn’t the best solution…no matter how hard you tried to convince them of that early on.
What about our readers…is this a problem on some of your projects? Share your experiences. And what about other project pain points – what causes you frustration with your creative projects, or your clients or your team on a regular basis? Please comment…let’s discuss and help each other out. Thanks! Image may be NSFW.
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