I had an interesting conversation with a former client. We were talking about building businesses for his clients. And one thing he told me stuck with me: "You don't have to change behaviors in order to build business. Besides, advertising cannot change behaviors."
I went "What?"
But since he was not paying me for strategic advice but merely to create and design his much-loved slides and translate his English into something his clients would understand, I didn't argue.
However, above is my free advice to him.
And if advertising is not supposed to change behaviors, then why are we here for? Awards? Kudos? Pats on the back?