In Hollywood, not paying attention to the desires of your audience can cost you. There is no better example of this than Writer, Director, Author Michael Cimino.
Cimino wrote and directed the Academy-Award winning film The Deer Hunter. He knew in the post-Vietnam era, there was an audience for a film stripping that conflict of the usual melodrama and glorification of war movies. Deer Hunter was a huge success and earned an Academy Award.
After that, Michael Cimino had instant green light status from Universal Studios for any movie he wanted to make. Unfortunately, the very next project he chose was Heaven’s Gate. As you all (should) know the film was an epic fail. It went way over budget; almost bankrupt the studio, and certainly ended Michael Cimino’s career. He never made another important film.
There are many examples I could cite, but I chose Cimino for one reason. He started off as an ad guy. Michael Cimino directed commercials for Pepsi, Kodak and United Airlines among others. He clearly understood the concept of playing to an audience. He should have known better. What cost him was an ego that got in the way of his perspective.
As an Account Manager, your audience is virtually everyone you come in contact with on a daily basis. If you want to keep your green light status, you have to maintain the right perspective. I had a great mentor who taught me to always ponder, “What is the question that needs to be answered?”
Similarly, whenever you are in a situation with a member of your “audience,” I want you to ask. “What does this person want from me?” Not the other way around. It really is not about you. (Welcome to Account Service.)
Most account managers/producers ask the opposite. They pick up the phone to call the Client thinking only of what they want: a signed estimate; an approval on creative; etc.
They sit down in their CD’s office; or host a status meeting; or even take part in a new business meeting thinking the same thing. “What do I want?”
I am here to tell you, that never works out. Even when they succeed in getting what THEY want, the slight residue of manipulation lingers in the air. Not to mention that often times what they want is not the right thing for the Client relationship.
YOU need to walk into every situation asking, “what does this person want from me?”
You need to understand what every great producer, director, actor and writer understands. You are nothing without your audience. This is a service business and Clients needs should always come first. If you can make that slight change in your perspective, I guarantee it will make you even more successful than I know you will be.
If nothing else, I hope this post at least causes you to Netflix The Deer Hunter.
And…fade to black.
