What's Driving the Terror of Transparency?

There are so many variables that drive it. One comes from the clients side where they really believe that they've got to bring this kind of formality, as a friend of mine says, a veil of legitimacy and transparency to the selection process. And then on our side of the table, the creative firm side, we tend to default too. You know, what we see is our best tools. So we love being in situations where were standing up in front of the room presenting and not knowing what kind of objections we're going to get. As we in the creative professions, tend to see marketing as a more noble path to the same objective as sales which is to drive a transaction.