Do you expect your physician to make you happy, or to keep you healthy? Your lawyer to make you feel comfortable or to protect your interests? In the relationship between agencies and their clients, the same dynamic should exist. As branders, our role is to use our talents to increase our clients’ revenue, not to keep them feeling unthreatened by our concepts. This requires that we frequently present challenging ideas, even ideas that scare us. In fact, true innovation demands it.