A win is a win -- put the ball over the line

Tomorrow's Business

Yesterday Wayne Rooney was presented with an open goal. Rather than just tap it in, he decided to juggle the ball all the way back to the half-way line. From where he tried to swerve-chip it 50 yards.

Of course he didn’t. But the flak trade does seem to try something similar quite often.

A few times this year – I’ve asked around to check it wasn’t just me – I’ve shown an interest in an idea that came up in discussion with a PR firm.

I’d say I could get a column from it, if they could help me with a bit more data, help me form a narrative.

Later, the flak (or the client) decides this material is now such gold it will be distributed everywhere, rather than just to me.

The net effect: no one writes about it. It dies, along with the work and the working relationship.

Plainly, 5-0 is a better result than 1-0. But 1-0 is still a win. You need a very good reason to place it in jeopardy.

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