With over a decade under my belt working in advertising, one of the most important lessons I’ve ever learned from one of my most respected colleagues and mentors is “Always underpromise and overdeliver.”
This saying has become a core principle of mine in both my professional and personal life.
As the Director of Artistic Development and Client Strategy, I have always been very detail-oriented with every single project I oversee. From designing a logo to building digital ad banners, to helping curate a social media post to directing a video shoot, it’s the smallest details that take the finished project from “good enough” to “exceptional.”
So, what does it mean to underpromise and overdeliver? It took me years of wearing many different hats and being involved in many client meetings to really understand the gravity of its implications. When proposing concepts to a client, it is crucial to never show your full hand. Let them think you will do what needs to be done to simply satisfy the task, but make the extra effort to knock it out of the park and give them added value they didn’t even ask for. Because let’s face it… sometimes the client doesn’t know exactly what they want until they see it come to life.
For example, is the client asking for a simple one-color logo? Make three different mockups with completely different creative visions and sample palettes! Is the client asking for just one 60-second branding video? Make the video (and crush it) but also leverage that video into multiple social media reels. And while you’re at it, grab some behind-the-scenes photos and footage to cross-promote their brand and expand viewership!
This is not only added value for the client, but it makes you the hero. It’s exciting for all involved and builds loyalty and confidence within the client so that they will only want to utilize your services for their projects.
This brings us to the 10,000-pound elephant in the room: there will always be another designer, director or agency who can do it – and it will most likely be cheaper and faster. The competition is real. So, use that reality as motivation to fuel you to push the envelope in your workflow and deliverables.
I know what some of you are thinking: time taken on projects equals billable hours. When does it get to the point you are spending too much time going above and beyond for every task? All fair remarks and it’s important to keep billable hours in check. However, if you are a creative who takes pride in your craft, then you know that staying within a set amount of billable hours is nearly impossible.
That’s why when it comes to delivery date expectations, give yourself a healthy buffer. Tell the client you will have it to them later, but surprise them by getting it to them a little sooner. This way you don’t pigeonhole yourself into a corner and add more stress and pressure to your head space and bandwidth. Don’t spiral into a rabbit hole and burn yourself out before you even start. Instead, give yourself more breathing room to do what you do best – being creative. Because, as they say, “There is no creative button you can turn on at a moment’s notice.”
The “underpromise and overdeliver” mindset has the ability to solidify yourself as a creative authority among your peers and for your clients. Never only do what needs to be done – just to get it done. Do it with pride and put everything into it. If you were the client, what would you want to see? At the end of the day, it’s your stamp of approval and your reputation on the line. Whether you like it or not, your work reflects who you are and your capabilities, out in the world for all to see.
About Grapevine Communications
Grapevine Communications is a full-service creative marketing agency celebrating 23 years of success on the Suncoast of Florida. To learn more about what we do, visit our services page or call us at 941-351-0024.
