This is absolutely true, and applies to people other than "creatives". There's a slightly patronising tone to this, whether it's right or wrong: " we must Sibe

This is absolutely true, and applies to people other than "creatives". There's a slightly patronising tone to this, whether it's right or wrong: " we must Siberia educate our clients". While true, it's not the key issue. They can educate us too, and perhaps that's the take-away here. I hope to put myself in my clients' shoes every time I talk to them. That way, everything they say makes perfect sense, and we can agree a way through any issues together, as a partnership. I don't always manage to do this effectively, of course, but reflecting on this helps me slowly, slowly improve.