O

ur conviction can be our own worse enemy. We understand a situation with certain clarity. We arrive at our opinion honestly, applying insight, expertise, and diligence to our conclusions. We have convinced ourselves. Now we are trying to convince others. Tread cautiously here.

I was invited to a gathering of DDB Worldwide’s executive creative directors—creative leaders from every DDB office around the world. Our host was Keith Reinhard, the CEO of DDB Worldwide. Our meeting took place over the course of several days in the New York City DDB headquarters.

Much was shared and discussed. But one thing stuck with me. One very important thing. A story told to us by Keith.

It went something like this.

Back in the day, DDB was invited to pitch the Gallo Family Vineyards business. They were competing with Hal Riney on this occasion.

In preparation, DDB recruited wine experts to help them formulate their strategy. Through these experts, they determined that the quality of Gallo wine was best suited for entertaining large groups of people. They went into the Gallo board room and presented a beautiful campaign of people enjoying Gallo wine at a wedding. Just gorgeous. It was backed by the research conducted by DDB’s wine experts.

In the middle of the presentation, Gallo Jr. turns to Gallo Sr. and says, “Daddy, they think we’re idiots.”

DDB didn’t win the business. They ignored some very important news. Earlier that year, Gallo was awarded the title of “the best wine in the world” at a coveted wine competition in France. DDB was aware of this accolade. But they believed, based on popular sentiment, that Gallo could never be considered an excellent wine. Hence, the wedding strategy.

DDB left the Gallo conference room and Hal Riney walked in. He congratulated the Gallos on their prestigious award and told them it should be the centerpiece of their next ad campaign.

Riney said, “I have a friend of mine—Joe Pytka—who can completely, and beautifully recreate the exact moment at the wine competition when the judges determined your wine is indeed, the best in the world.”

RIney won the business and ran that campaign where Gallo is seen taking home the prize for the best wine in the world. The next ad campaign Riney ran featured weddings.

Riney knew what DDB knew. And he knew better. Win the client’s trust first. Then you can collaborate effectively. Together, with trust and respect, you work towards a more effective strategy.

Arrogance is a real business killer. We all earn our expert opinions. They come to us through hard work. But opinions are just that—opinions. The name of this game is not expertise—it’s respect.