In true new year style, I found myself taking stock of 2016 and assessing some of its highlights. What instantly came to mind was a prospective trip I made to Denmark with my colleagues at Robot Food for a potential new client, who can only be described as a ‘massive deal’ (they will remain nameless as the project is still ongoing). Needless to say, we boarded the plane with the usual mixture of nervous excitement at the prospect of landing an amazing project tinged with apprehension that we could come back empty handed. There’s always the added frisson when a prospective client says wants to be ‘challenged’, and it turns out that what they really want to be is paid lip service. So it was more than a pleasant surprise that it turned out to be one of the most positive and rewarding client experiences of my career.

What we expected, and were fully prepared for, was the usual posturing, proving oneself and even the occasional tugging-of-forelock, if required, to establish the client-agency pecking order. What we actually got was a warm welcome, mutual respect, trust and – are you sitting down? – a client who genuinely wanted to collaborate, listen and engage in what we had to say. The invitation to immerse ourselves in their world was just that. The people put forward to spend time with us were warm, unassuming and engaging. Oh, and it also transpired that they were world-leading experts in their particular field. They also happened to be fascinating, friendly and passionately proud about their product and their brand. After an amazing day of what can only be described as a series of fantastic experiences, we were even more motivated and determined to create something special. Not only that, but the day brought fresh thinking and insights to our existing research and expectations.

Now, I do have to acknowledge at this point that the Danish culture was in no small part responsible for this positive outcome. The Danes adherence to ‘Janteloven’ a principle that promotes equality and modesty over egotism put paid to any battles of superiority that can rear their ugly heads during these proceedings. It also turned out that they really did want to be challenged, to see a different perspective to their own, and to engage in a collaborative process that focused on the future needs and expectations of their audience, not the immediate needs of their business. The outcome could potentially be a game changer not only for them, but for their category as a whole. So, in 2017 I’ll be attempting to do as the Danes; to keep an open mind and keep check of the ego. It turns out that, by not trying to get the better of others, you ultimately get the best results out.