Counterfactual Thinking

 

Winning bronze feels like a victory, while silver can sometimes feel like a loss—this phenomenon is called "counterfactual thinking." Bronze medalists often celebrate just making it to the podium, while silver medalists might dwell on the missed gold, overshadowing their achievement.
In client-agency relationships, this dynamic is very similar. It’s crucial to be transparent with your clients about outcomes, but equally important is helping them see the positives and framing results as a win. Even if a campaign didn’t hit every goal, focus on the successes—like increased brand awareness or engagement—and use these as a foundation to plan how to overcome what was missed.
For example, if a campaign didn’t go viral but still significantly boosted brand recognition, highlight that victory. Transparency builds trust, but positioning every outcome in a positive light keeps clients feeling confident and valued.
Remember, it’s not just about delivering results—it’s about ensuring your clients see the wins and know there’s a plan to tackle any shortfalls. When clients feel like they’re always moving forward, they’ll see their partnership with you as a winning one.