We are learning the importance of taking time to understand our clients and align our thoughts with theirs before rushing in with the killer idea, or worse still the camera.

A misfire caused by getting it nearly right is as inappropriate for the client as a receiving birthday present that is almost what you wanted.

Sometimes it feels like we need to move in with a client for a week to get to know who we are dealing with and to take time to find out whether what they mean by 'quirky' or 'fresh' is the same as our understanding.

The advantage of this is that it means we stop treating any job as normal. And, by a painful process of learning the hard way – I believe we are becoming world-class listeners.

No more baggy briefs at Higham & Company.