Clients who lack courage A breakthrough in any category can change the order of leadership, taking an also-ran to market leadership. I spoke to a client today for whom I had written two scripts. She said I nailed the first TVC but not the second commercial. The latter uses mild humour to address the issue of death. Without giving the game away, I have done the analysis and can defend the idea based on human psychology. But the client won't even test the concept. (They are destined to be an also-ran. They were 2nd into the market and they are underspending the leader... so that can never catch up, without a breakthru.) Clients without courage get what they deserve - mediocre results  ¶ 4:50 AM