How Do You Like Your Water... Bottled Or Squirted?!

A Tale of Two Proposals

It was 2005. I was planning our company’s annual meeting, with more than 300 employees flying in from across the region.

The first agency offered the usual: a nearby venue, meetings, a team-building session, a gala dinner, and home again. Safe. Predictable. Forgettable.

The second agency went wild: a Mediterranean destination, a rented stadium, Ronaldinho as guest speaker, adventure games, and a yacht gala. Exciting. Daring. Completely unaffordable.

They had one thing in common: neither asked what we wanted to achieve.

What We Actually Needed

The first assumed our goal was logistics. The second assumed it was entertainment. But what we really needed was to rebuild trust.

Our company had just gone through restructuring. Teams had merged, roles had changed, and morale was low. What people needed was not a flight plan or a football star, but honest conversation.

Neither agency knew, because neither asked.

Where Most Consultants Go Wrong

This is why many consulting firms fail.

Practitioners deliver safe, proven solutions without checking if they fit the real problem.

Creatives deliver bold, shiny ideas without asking what problem they are solving.

Both miss the point: understanding.

Great consulting begins with questions, context, and curiosity.

Good consultants take instructions. Great ones extract insight.

Is That the Client’s Fault?

You could say that, since we didn’t give a detailed brief. But that is how real organizations operate. When people are overwhelmed by change, they don’t always have the time or clarity to describe what they need.

That is not a client’s failure. It is the consultant’s job to uncover it.

Order-Takers vs. Problem-Solvers

Order-takers say, “Give me your requirements, and I’ll deliver exactly that.”

Problem-solvers say, “Let me understand your situation first, and we’ll figure out what you really need.”

The first agency was an order-taker. The second was a showman.

The Consultant You Actually Need

A creactive consultant combines creation with activity. They bring curiosity, business acumen, and experience. They ask the questions you haven’t thought to ask and build solutions you didn’t think were possible.

Want to learn more about CREACTIVITY? Contact us.