Much Like Your Partner, That RFP Isn’t Going to Change for You
The RFP is the RFP. It’s not changing. And sitting here wishing it would be the RFP you want it to be is an exercise in futility. The relationship between the RFP issuer and responder is simple:
RFP Giver - I have a problem. Solve it.
RFP Taker - Cool. I will do so in an effective and creative manner (in that order).
So why do some creatives insist on wishing the RFP were somehow different? And how do we as creatives remain focused and inspired (but mostly focused) on creatively SOLVING FOR THE RFP? Here’s an old dog’s take.
“I don’t like the ask. I’m just not feeling it."
Cool. Go do something else. The job is to be a creative professional. You’re not being asked to do any other manner of things you don’t wanna do (scrub toilets, clean sewers, other poop related tasks). Your job is to generate ideas from your pretty little head to solve the RFP. Your job description is not “Create ideas based on wherever your soul takes you. Inspiration should flow from Mother Gaia to your finger tips and through to the proposal. And if she’s not gifting you with that inspiration, feel free to frolic in a meadow or do a little black tar heroin to reconnect.” (if this is your job descrip, please connect with me on LinkedIn)
COMBAT TACTIC - I LOVE pitching ideas for shit I’m not connected to. The freedom to create when you’re not emotionally connected to the concept can allow you to pour that creativity and passion directly into the form and function of what we do. You can research without any worry of being tainted by your own personal connection. All of a sudden the WAY in which we speak to consumers is very clear because you are not one of those consumers being spoken to. Focus on the process of how we do what what do, rather than leaning on your passion for the product or concept you’re being asked to react to and be prepared to see some beautiful and surprising work.
“I know the RFP says they want BLANK, but I’m going to give them OPPOSITE OF BLANK.”
HEY YOU! UP THERE IN YOUR TOWER! WHAT’S IT LIKE KNOWING EVERYTHING AND HATING EVERYONE FOR NOT KNOWING EVERYTHING? COOL? COOL! The arrogance of the talentless and uninspired is something devoutly to be wished. When you say something like the above, what you’re really saying is “I’m incapable of dealing with the RFP’s request, so I’m going to show them how smart *I* am by showing them how the OPPOSITE is really better.” And if we’re honest with ourselves…it’s not better. It’s never better. It’s a bad logic tactic to lend credibility to your weak idea because you refused to meet the RFP in head-to-head competition and solve the problem. You’re better than that. Or you should be.
COMBAT TACTIC - Focus on WHY you want to offer the opposite of the ask. Take a break from solving for the RFP and instead solve for THAT problem. If you can address why you think you’re smarter than the RFP, you can clear your plate to actually SOLVE FOR THE RFP!
“The demo they’re asking us to hit is boring. We should pitch them an idea that expands their demo.”
If I ask you to go get me a coffee and I tell you any coffee will do. As long as it’s coffee. And you bring me juice under the guise of telling me that you know I’m asking for coffee, but juice is close to coffee and is a good investment to see if I’ll like juice and juice will like me...I’m gonna smack you. Hard. Your job is to SOLVE FOR THE RFP. If they really want to target F18-23 who love The Bachelor and art house films…see if Tavi Gevinson is looking for deals and shut the fuck up about your “better demo suggestion.” No one asked you for your opinion on the RFP. They asked you to solve it.
COMBAT TACTIC - Unlike wanting to pitch the opposite, wanting to pitch an EXPANSION of an existing ask is an evasive tactic and not an arrogant one. Write an idea for your “brilliant” demo to get it out of your head. If you don’t, it’ll probably rattle around in there tainting all the good and viable ideas. Now take that idea and shove it into the RFP’s requested demo. Can you make it work here? What do you have to change to make it work? A few things may happen. It may just naturally work with no edits needed. Maybe with a few (or a lot) of edits the idea may fit. It may not look the same, but it may have taken you to a place where the idea really sings for this demo. Or it doesn’t work and no amount of editing will make it work which means that idea must die a very public death. And since you’ve killed it with your bare hands you can mourn the loss and get back to SOLVING FOR THE RFP, ya dolt.
Here’s the deal. The RFP isn’t perfect. It never is. I mean, sometimes you meet one that’s REALLY great. It has tons of insights and is well designed. It gets you coffee in the morning and has solid thought starters. It may even have a great relationship with it's mom and a really robust budget ask. But whatever the RFP is…you can’t make it what it isn’t. Your job in this and all relationships is simple - accept the RFP for what it is. Go into your relationship with your eyes open. Don’t abuse the RFP. But most importantly - do your job and solve for the RFP.
