Swimming With Sharks

In the beginning of my career, even before working with growth marketing, I had this boss who was, let's say, quite the character.

He would always call me out for not following instructions, but here’s the twist – we had agreed on something completely different. 

Every time I tried to remind him of our previous agreements, he would flat-out deny it. It felt like I was swimming in shark-infested waters, trying to stay afloat while avoiding getting bitten.

Ever had a boss or client like that? 

Well, little did I know, this experience was prepping me for dealing with what I now call "Shark Clients" in my growth marketing career.

Recognizing Shark Clients

So, what exactly is a Shark Client?
In the ocean of business, Shark Clients are those who can be particularly challenging to deal with. 

They have a knack for creating turbulence, often forgetting previous conversations or agreements, changing their minds frequently, and having exceptionally high demands. 

If you’re not careful, they will bite you. But, if you know how to handle them, they can also provide a valuable learning experience and even contribute to your growth as a marketer.

So grab your favorite mug and keep reading to learn 5 tricks from my playbook to deal with Shark Clients (or bosses 😂).

Quick note, all the strategies below are important if you want to be an elite growth marketer, but they are non-negotiable for dealing with Shark Clients.

Strategy 1: Documentation

My first boss as a growth marketer intern at a car manufacturing company in Brazil once told me something that stuck with me for life. You surely heard me saying this if you worked with me before.

When dealing with Shark Clients, keeping track of every conversation, goal, result, test, and plan is non-negotiable. 

These clients often have poor memories or selective recollection, which can lead to misunderstandings or disputes. By documenting everything, you create a solid reference point that can be used to clarify any discrepancies.

I remember a few projects where a Shark Client accused us of not delivering the agreed results. Fortunately, I had documented every step, including our initial discussions, agreed-upon metrics, and ongoing progress reports. 

This documentation resolved the dispute and reinforced our credibility with the client.

Implementation Tips:

• Document Conversations: After every meeting or call, summarize the discussion and send a follow-up email. This ensures that everyone is on the same page and provides a written record of what was agreed upon.

• Track Goals and Results: Use project management tools to document goals, set milestones, and track progress. This transparency helps in keeping the client informed and aligned with the project’s direction.

• Record Tests and Plans: Maintain detailed records of any tests or strategies implemented. This can help in reviewing what works and what doesn’t, and provides evidence of your efforts and expertise.

Strategy 2: Proactive Problem-Solving