In a small, well run production company listening isn’t difficult to do. The shorter the distance between the client’s lips and the producer’s ears the better the quality of listening, attention to detail and the end product. In many companies the filtering system, between you and the producer is the problem. When producers are removed from the listening process the
message is too often confused.

When salespeople are sent to listen, they hear what is important to them. They make their notes accordingly and report to the creative director a condensed version of what they heard.

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