HOLD WHAT YOU HAVE LIGHTLY…Or It May Fly Away

There are two different disciplines that require that you hold something very lightly: golf and a sword. Imagine, the experts say, that you are holding a baby bird. If you hold “your weapon” too tightly you will crush it, if you hold it too loosely it will fly away.  Simple, I know. But sometimes the simplest concepts are the truest. In this “interesting” time, when things are shifting fast, it’s critical that if you are in the agency business you consider how you “hold” your clients. Hold them too closely and they are bound to feel your desperation. If you hold them too lightly they’ll wonder if you care. Finding the balance ain’t easy as they say, but it’s possible and worth working toward. And if you need some practice, take up golf.