How many marketing plans include the line “and if that fails, we’ll try this…”
If a plan fails, you’re out and another agency is in. Both sides are unprepared for failure, namely because neither dared to bring it up at the beginning.
Why not be brave and include failure as part of the strategic plan for success?
Can’t we have a line like “and if this strategy fails, we’re going to try this”. Can’t we have five different strategies to achieving an objective instead of one? Try them one at a time, learn together with your client, and find one that works for you both.