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Years ago, I remember doing a presentation about how a younger NASCAR audience and NASCAR drivers were fans of hip hop, so we proposed a campaign involving the artists and music. We weren't looking to radically change things at the races, just something different to inject some new energy into the campaign. The client wasn't buying. Despite our research, he didn't think hip hop mixed with country western (normally associated with the audience). Then he saw another brand do it and he wanted to follow. So instead of being originators, we became imitators.

I was reading an article in Promo about how an online trivia game was a huge success on the revamped AARP site last summer. I don't know if it was a hard sell for the creators, but normally one doesn't associate online gaming with the elderly. Like any idea, there are always naysayers you have to battle. Fortunately, AARP found success by moving out of a comfort zone.

Here's what happens when we make assumptions about an audience:

1. You stereotype them
2. There's no place to be bold in your thinking
3. The work gets stale
4. The audience loses interest

I don't need to tell you what happens once you reach points #3 and #4.

What can you do about it?

Never stop presenting your strongest idea. There will always be people standing in your way. Just don't let them stop you.

Back it with facts to stand up to the naysayers.

You won't win every battle, but when you do, your audience will love you for the new experiences – your clients too.