Good Measure

When it comes to client relationships, measure at least twice.

It takes all kinds.

At A Hundred Monkeys, we’re ostensibly in the business of naming things, but we’re actually in the business of relationships: with one another, our clients, and their audiences. I often say that we spend just as much energy considering the creative, strategic, and pragmatic aspects of naming as we do thinking about people—how they think and make decisions. Something I learned from my Dad growing up that I repeat around the studio: Remember, you’re 50% responsible for every relationship you’re in.

This also means we can only control 50% of any project we take on. So, if we want 100% of our projects to align with our values, be enjoyable and interesting to work on, and end up with an outcome we’re proud of, then we better make sure we really get to know who’s responsible for that other 50%.

I’ve been circling this topic from different angles for the last few years: discussing the various red flags we see in potential projects, writing about the power of turning down work, and outlining the common things that get in the way of success.

Animation by Emily Beliveau via Public Domain Review

This time, I want to take a more positive approach, by looking at what our favorite projects have in common. It doubles as a list of the best predictors for a successful outcome.

1. A mission we can really get behind. We’re lucky to work with people who are trying to solve some of the very real problems we face as a planet. We also get to work with people who are so passionate about what they do that it’s infectious. From renewable energy to locally brewed beer, we want to care about the work we’re doing.
2. A small, dedicated team. To state the obvious, we work best with teams who operate in a similar way to our own studio. We’re small (but mighty) and look for the same. We value close collaboration, clear communication, and time—our own and our clients’. Bonus points if the people we’re working with are also the decision makers.
3. A champion. Projects work best when there’s someone from the client team who can work as our point person, making sure we have what we need to do our job well, and advocating for us and our process behind the scenes. This is especially important if the people we’re working with are not the decision makers.
4. Ready and willing. We are not in the business of convincing anyone that they need to change their name. In order for a project to succeed, everyone needs to be ready to make the leap—and believe we’re the ones to help them get there. The clients we work well with hire us because they like us, respect our work, and trust our process.

Perhaps this set of things that we look for in potential projects can help you think about what’s most important to you and your team, and how to make sure you’re getting what you really need in order to do your best work. We’ve learned that the the more energy we put into making sure any project is a good fit, the more aligned our work is with what we want to be doing in the world, and the better our projects turn out. Great work begets great work—it’s a virtuous circle. And it all starts with the people.

Good luck and godspeed!