Imagine for a second that you’ve hired a contractor to build a set of shelves in your living room. They come in and measure. You discuss what you will be using the shelves for. Maybe you even show them some pictures clipped out from some home decorating magazines. They give you an estimate, and you cut them a check. They come back a week later and start building your new shelves.

One night, after the construction has started, you get an idea. You get a hammer from the toolbox, grab a few pieces of scap wood, and bang in a few extra shelves. Maybe you even pull out a couple of those nails. If you can’t figure out why they’re there, they probably aren’t important. Before you know it, you’re done! In just a few hours you’ve doubled your storage space!

When the workers come back the next day to finish the job, what do you suppose their reaction will be? Do you think they’ll be thrilled at all the work you’ve saved them? Do you thik they’ll praise you for your ingenuity? No. they’ll probably be pretty angry.

But why? Why should they care? The customer is always right, aren’t they? Afterall, It’s your bookshelf in your living room!

The answer is twofold:

1. These are profesionals, hired to do a job. By cutting them out of the decision making process, you are essentially saying their hard work and expertise is worthless.
2. The finished product, in this case your bookshelf, is a reflection on them. If you damage the finished product, you are damaging their reputation.

This type of thing happens all the time in advertising and graphic design. At the 11th hour a client makes “one small change” that fundamentally alters the final product. An ad or a website may not collapse on your head, but by ignoring the recommendations of the advertising and design professionals you employ, you risk causing serious structural damage to your brand.

If you wake up late at night with a brilliant idea about how to change the colors of your logo, or tweak the copy in your ads, put down the hammer and go back to bed. Call your agency in the morning and discus your ideas with them.

You’ll be happy that you did.

About The Author - My name is Stirling McLaughlin. I am married. I am an Art Director, Designer and Illustrator. I work at Atmosphere BBDO. I have lots of ideas. I have a baby girl named Nika Bean. I live in New York City. When I was in college, they put me on TV because I wore a mask and yelled at people. I have a reality show that I wil be starting… any day now. - See My Portfolio