The way to connect well with clients in the financial sector is by strategizing with them to help them solve the business goal at hand...even at the risk of determining a solution that doesn't involve you.

Jen and I were recently approached by a prospective client who said, "We need a CD-ROM--do you guys do CD-ROMs?" Well, of course, we do CD-ROMs, and we showed some examples. But then we asked them what their business goal was, and why they thought the solution was specifically a CD-ROM. Turns out they just wanted their communication to stand out - but they also wanted to keep the communication affordable, changeable (editable) and approachable by the target audience. So it may not be a CD-ROM.

I take pride in the fact that our team does not offer an off-the-shelf solution, whether it's a "cost-efficient event" (pipe-n-drape environment) or a static website (one-off short-term solution).

We focus on the business challenge at hand, hone the message, then develop a custom solution--keeping costs, timelines and target audiences in mind.