The Wrong Credits

Your client doesn't buy your services.

They buy a future version of themselves.

(The one they dream about becoming.)

Market leader.

Industry innovator.

The CEO who turned it around.

Every report you send?

It's an episode in that transformation.

Like a TV series where they're the main character.

But read your last report...

"We optimized the campaign."

"We found new opportunities."

"We increased performance."

We. We. We.

That's not their transformation story.

That's your capability deck.

Your client is binge-watching their own evolution.

Season 1: Struggling with digital presence.

Season 2: Finding their voice.

Season 3: Becoming the category leader.

But your reports?

They're behind-the-scenes footage. About the production crew. Nobody watches a show for the crew.

Think about Netflix. They don't say "Our algorithms recommended this." They say "Continue watching."

Your journey. Your story. Your next episode.

Same with reports.

Transform this: "We increased ROI by 30%."

Into this: "You're 30% closer to market leadership."

Transform this: "We identified three growth opportunities."

Into this: "Your next expansion paths are clear."

Every metric is a plot point.

Every quarter is a season.

Every report moves them closer to who they're becoming.

Check your last report. Count the sentences about what you did. Count the sentences about who they're becoming.

That ratio?

That's why they don't read them.

They're looking for their transformation story. You're sending production notes. Your client needs to see themselves evolving.

Episode by episode.

Report by report.

Are you showing them that story?

Or just your resume?