If clients can get lost in a big agency anthill, consider the fate of their customers. Customers and prospects are people, not depersonalized, pie-charted and dumbed down profiles, market sectors and target groups. Today's intelligent, informed and very precious prospects are more than numbers and they expect more from us. They want us to understand what they want, not to be told what they need. They don't care about clever, don't like marketing speak and are forever suspicious of advertising. To get their business we must gain their trust and capture their imagination, then, and only then, do we have a chance of telling them our story and becoming part of their story. Anything less is just plain dumb.