Bringing short-term relationship energy to long-term relationships, and vice versa
At A Hundred Monkeys we talk a lot about how brands are like people. The name is the first impression, they have personalities, voices, and we grow to love them (or maybe the opposite) through experience over time. Interacting with a brand can be a lot like dating — or really, like any human interaction. Client relationships can feel the same.
This might be due to the fact that they are, in fact, humans. We also have a relatively quick naming process (about three weeks on average), so we’re constantly meeting new clients all the time. After the introductory call, both parties decide whether they want to move the relationship forward. If there’s chemistry, it’s a match. Meanwhile, some clients have us on retainer, which means we’re both in it for the long haul.
I wanted to ponder the differences between these two relationship styles, and how one can inform the other. I’ll start with the one that most resembles a social butterfly.
The short term
Getting a fresh start
Kicking off a new project always comes with the question: “So, how are we going to approach this one?” Even though there are certain process pieces in place, there’s always room to experiment and make things up as we go. It’s a bit like trying out a new hairstyle, or using a British accent in the checkout line because why not?
The freedom to redefine ourselves on short-term projects keeps us engaged and curious, and probably makes the client feel like they’re not just another name in the rotation. Long-term projects can benefit from this new project energy — approaching each new deliverable as if it were the first and only, and trying to see things from a new angle.
Working in real time
Every short-term project is a snapshot in time. That is to say, we look around at what’s happening at that moment — in the client’s industry, and in the world — to inform our strategy and position them well for the future. There’s no risk of resurfacing stale ideas that have been tossed around for years. That’s why they sought outside help in the first place.
Sometimes short-term relationships or brief interactions help you realize how much has changed around you, like seeing someone record a TikTok at a stoplight. But recognizing these changes is even more important in a long-term relationship, where it might be more tempting to lean on what’s familiar.
The long term
Having some faith
The beauty of having a longtime friend or colleague is that you’ve established a rhythm. You know their idiosyncrasies, their sense of humor, whether they go for regular or curly fries. Mostly, you’ve built mutual trust that makes you want to keep each other around. The strength of this relationship makes it easier to bring more people into the fold (trust by association).
It’s a bit easier to navigate long-term projects with confidence, knowing that there’s a solid foundation underneath you. Risks feel less risky because you’re already the trusted expert. Short-term projects could definitely use more of this energy. It’s natural to have to earn someone’s trust, but maybe it’s possible to approach the relationship with the confidence of a longtime colleague.
Ready to commit
Some professional relationships are long-term by design. Others begin as short-term engagements that beget more work over time. Either way, there’s a point at which it’s become more than a fleeting interaction, and both parties realize that they wouldn’t mind working together indefinitely.
This type of future-focused mentality could find its way to the beginning of short-term projects. Rather than thinking, I may never have the chance to work with this person again, maybe it’s I’d like to work with this person again — because you never know.
I think it’s important to recognize that we need both types of relationships, and long-term isn’t always necessarily the goal. Not every project is the best project ever, and not every client passes the vibe check. Sometimes we need those brief interactions to help us understand the types of long-term relationships we’re really looking for. Mostly, we need the freedom to pull out our British accent without having to commit.
