Client services success: Six approaches to problem solving in content creation

The Rolling Stones sang that “time is on my side,” but often in client services it feels like it’s anything but.  Driven by key events, market opportunities, competitive responses, or a plethora of other factors, our clients often come to us with ambitious scopes and even more ambitious timelines to achieve them.  And we welcome it. Time is just one of the many factors that can layer into a web of problem solving to achieve a client’s goals, and by taking the right approach we can almost always find a way to deliver.

Categorically, not all problems are created equally. Here are some common types of challenges in content creation, in rising complexity:

The Boo-Boo: These are small but significant errors that need swift corrective action. For example, in doing some multimedia work for a client, they realized they needed a critical change in a human resources training video that was already released across their organization. We brainstormed solutions that ranged across various production and pricing options, and ultimately resolved it by creating a simple microsite that housed the correction including an acknowledgement button that ensured all recipients had seen the revised content.

The T-Bone: This is a scenario where things are on a clear, straight path, and then….whack! Out of nowhere a stakeholder jumps in and rattles the core of the work in progress while the due date remains the same. We encountered this situation on a piece of thought leadership where feedback changed much of the data, tenor, and content, though the due date didn’t shift. Behind the scenes, our project manager worked closely with our editorial and production teams to come up with creative timeline options and ways to isolate the affected content so we could keep other parts of the project moving while maintaining tight version control. In collaboration with authors, we derived a new work plan that allowed for the feedback to be properly resolved and the piece to be published on time. Phew.

The Avalanche: Clients have full plates, and sometimes a seemingly low priority initiative quietly snowballs and turns into a campaign they needed yesterday. It manifests in an email asking for many deliverables, a tight timeline, and a call to action of “Can you help!?!” This is what we’re here for. And while it’s not how we want to receive every project, it does allow the most opportunity to flex our problem-solving skills. As every day (sometimes hour!) counts in these situations, each step taken needs to be thoughtful and productive. Solving this problem often demands cross-functional expertise and always requires strong alignment coupled with frequent, clear, and concise communication. In one particular instance, we ended up presenting a set of different scenarios and options for the client to consider based on what their budget and deadline could bear. In such situations, there needs to be some give and take, which is where a strong relationship comes into play. And it’s critical is that all of the scenarios presented keep the client’s goals in mind.

We’ve found that several mindsets and approaches help lead to strong problem solving for any kind of challenge:

Ask questions and listen with intention: A failure to understand ultimately compounds the problem and dissolves trust; give the conversation your full attention and focus on asking relevant questions that will inform how best to triage the situation.

Stay calm and look forward, not back: There’s an inherent tension when problems arise. It’s important that the client feels you understand the stakes, but getting caught up in the pressure cooker can add undue stress and cloud vision. Be a source of reason and rally optimism toward tangible outcomes. There will be a time to reflect, diagnose, and debrief on what caused the problem later.

Don’t overcommit in the moment: A quick yes may make the client happy, but a better outcome comes from taking the request back to your team to brainstorm solutions and shuffle priorities as needed. Then you can promptly follow back with a plan that has full alignment—and your confidence.

Have peripheral vision and stay flexible: Tunnel vision can be a significant barrier to finding solutions. Great problem solvers take a wide perspective to find creative ways to connect ideas, people, and tasks and stay open to different options. While sometimes the first attempt is going to be a fit, more likely there will be some trial and error, adjusting to new information and reworking your plans to fit inside the project lifecycle.

Break it down: Sort the project into its components, and work their timelines backward from delivery to develop a plan that works for everyone. Identifying the key milestones that enable others—such as obtaining or collecting the data needed to develop the content—is critical to your success and can help avoid bottlenecks.

Harness your experience: Shared problems get solved, so talk to your colleagues and leadership, tapping your team’s collective experience to avoid recreating the wheel. Tried and true methods are your best bet and reduce the risk of encountering new problems. Though if you do want to try something new—for example, harnessing a new software, such as GenAI, to automate steps that are currently manual—be open with stakeholders that you’re entering uncharted territory, so all are united in the approach.

There is some muscle memory to problem solving, but it’s also important to treat each situation as unique, finding the best way to achieve the desired outcomes within budget. And while time may not always be on your side, threading together strong client service with sound solutions rooted in their goals can help you harness the time you do have to do the job well.

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Senior adviser

Allan elevates thought leadership with a veteran editor’s perspective on distinctive content and a journalist’s eye for trends in world events. He began his career as a writer and editor covering business, economics, and the environment for the Tallahassee Democrat, the Miami Herald, The New York Times, and The International Herald Tribune in Paris. Allan went on to work at McKinsey & Company for more than 20 years in Europe, Asia, and North America, where he specialized in emerging markets and shaped global thought leadership as editor in chief and editorial board member of the McKinsey Quarterly. At LEFF, Allan works with colleagues and clients to launch new projects, and he uses his expertise to support the professional development of LEFF’s team of editors.

 

Director of LEFF Sustainability Group

Katie is passionate about the power of storytelling to motivate audiences to action, particularly related to environmental issues—the throughline of her multifaceted career. She has managed a water project for the World Bank, been one of the UK’s climate security negotiators at NATO, helped design green strategies for several governments as a McKinsey & Company consultant, and taught courses on writing for public policy at the Harvard Kennedy School. Based in Brussels, Katie currently develops sustainable content strategies; edits a wide range of climate content, including infographics and major reports; and oversees LEFF’s Into the Weeds interview series, which shares stories of the people and organizations combating climate change.

 

VP of marketing and business development

Chad has brought brand narratives to life for more than 15 years by developing powerful stories, inspiring stakeholders with unique marketing campaigns, and building communities of enthusiastic audiences. Chad honed his approach to content as a sales and marketing executive for Disney and ESPN Media Networks, where he used storytelling to increase revenue for mobile and linear-channel products. Since then, he has held several senior marketing roles across healthcare, education, and technology companies. Most recently, Chad was the vice president of corporate marketing at Telarus, where he developed comprehensive branding initiatives across multiple technology disciplines, including cloud, cybersecurity, and AI. Chad joined LEFF in 2024, and he’s excited to launch innovative marketing strategies that drive growth and deliver transformative results.

Senior adviser

Mary is a data visualization expert with a rare combination of talents. Trained as a fine artist, she also enjoys writing, advanced math, and learning new skills; she taught herself coding and UX, and she’s continued to build valuable proficiencies that keep her on the cutting edge of content. Prior to joining LEFF, Mary worked at McKinsey & Company, developing the precise, engaging charts that have become a hallmark of the firm’s widely read publications. Today, she collaborates with LEFF editors and clients to distill even the most complex ideas into compelling, intuitive data visualizations. By asking the right questions and determining the best formats, she ensures data visuals amplify key insights.

Senior adviser

Peter is an expert at developing clear, compelling stories about complex subjects—a skill that’s served him well as an award-winning journalist, editor, and book author. A former reporter for The Wall Street Journal and writer for Fortune magazine, Peter also spent seven years at the McKinsey Global Institute, where he stayed at the forefront of major trends in business and technology as a senior editor and editorial director. Peter has also written five nonfiction books, including a bestseller in France, where he currently resides. He brings his unique perspective as a collaborative, tactical thought partner to his work at LEFF by uniting stakeholders, upholding a high standard of quality, and ensuring content is well-structured and aligned with client needs.

People director

Tracy built her career in people operations by developing a wide range of skills; because of her many capabilities, she refers to herself as the “Swiss army knife of HR.” But Tracy’s work goes beyond typical human resources functions: She’s committed to elevating the complete employee experience. She draws on her work across industries—including roles at Rockwell Automation, Harley-Davidson, and the American Medical Association—to promote a workplace culture of openness and acceptance, and she’s guided by her empathic nature and willingness to embrace a challenge. In everything from implementing new processes for feedback and evaluation and supporting employees through times of great change, Tracy makes LEFF a special place to work by ensuring that everyone feels welcome, valued, and seen.

 

Design director

Christa was always drawn to art and design, and over time, she also discovered a passion for progress: She’s motivated by meeting goals, building teams, and refining the many small steps between concept and content. Christa built the foundation of her design career at an advertising agency before moving on to the marketing department of a healthcare university, where she oversaw print and digital projects as a graphic designer, senior creative and brand specialist, and creative services manager. Today, Christa is excited to explore the possibilities of LEFF’s ever-growing content offerings, lead a group of creative designers, and use her experience and strategic design thinking to deliver outstanding results for clients. 

 

Production director

Jen approaches copy with a clear philosophy: Edit in service of the reader. She began her career in journalism, where editing newspaper copy on the second shift meant meeting tight daily deadlines and making quick decisions. Roles as a senior editor, executive editor, and director of editorial production followed, and Jen used her good judgment and love for the written word to elevate copy for entertainment news and B2B publications. Whether navigating the intricacies of highly specialized style guides or constructing crosswords in her free time, Jen is at home in the possibilities of language. At LEFF, she leads the production department: a collaborative, adaptable team that maintains our—and Jen’s—deep commitment to quality and clarity.

 

Group account director

Joe values preparation, but an early career experience taught him to troubleshoot in unfamiliar situations. One of his first roles in marketing required him to travel suddenly to Toronto to help a multinational restaurant business build its presence in Canada. Two years later, Joe had worked through regional differences and complex logistics to help the client meet its goals, and he became a more active listener in the process. Whether successfully delivering game-changing outcomes in an agency setting or at a university, where he directed marketing operations across campuses, Joe remains focused on solving problems with well-informed decisions. At LEFF, he’s overseeing the processes that ensure everyone has what they need to do their best work and strengthening the connection between effective operations and exceptional client service.

VP, content marketing

Karianne has a unique history of engaging audiences and telling stories. After studying music, she found new ways to express herself in the world of branding. Her more than 20 years in marketing and strategy are a testament to her ability to bridge business and creative mindsets, and she has developed content to communicate the ethos of global brands such as GE, State Farm, Motorola, and Procter & Gamble. Prior to joining LEFF in 2024, Karianne was vice president of digital at Weber Shandwick, led workshops at General Assembly, founded her own business, became a certified well-being expert, and released an album. As the lead of LEFF’s content marketing team, she looks forward to helping clients discover new opportunities to make an impact with lively, thoughtful content.

SVP, content innovation

Luke has crafted a writing life by pursuing—and creating—fresh opportunities. As a newspaper journalist in his native Australia and then as a foreign correspondent, freelance writer, editor, and management consultant, Luke developed the keen editorial eye and strategic perspective that has led him to the forefront of thought leadership and B2B publishing. Luke has helped leading organizations share transformative insights through print media and emerging digital platforms. Before joining LEFF, he was an executive editor at McKinsey & Company, managing director of Deloitte Insights, and global editor in chief for EY. Always driven to match the medium to the message, Luke collaborates with LEFF’s content marketing, editorial, and design departments to showcase clients’ most important ideas.

Partner

Alia approaches content like a conversation: She listens to clients to learn about their goals and responds with strategies that resonate with their audiences. Alia is an expert at translating ideas into smart, compelling integrated campaigns, and her experience in the agency world honed her abilities as a versatile creative partner and insightful innovator for enterprise clients such as Toyota, Kaiser Permanente, and Allstate. She got her start in publishing after living and working in Ukraine, where she focused on HIV/AIDS education and grant writing. At LEFF, she has assembled a team of multifaceted creatives who tell clients’ exciting, meaningful stories across channels and formats.

Founder and President

Scott started LEFF in 2010 with the drive to make something new, and he’s committed to leading a creative team that says “yes” to a challenge. Scott’s early experiences playing music and managing a band gave him a chance to harness the power of promotion, cultivate strong professional relationships, and address problems with original solutions. As a managing editor of the McKinsey Quarterly and director of publications for Chicago 2016, the city’s Olympic bid organization, he continued to make bold decisions and explore ways to create distinct, powerful content. Now, Scott is helping clients achieve their goals with content that meets today’s complex business needs and strategies that position them for future success.