In the 1990s, advertising agencies faced a unique challenge: deciphering client feedback. Phrases like “maza nahi aaya” (it’s not fun) or “punch nahi hai” (it lacks impact) would send servicing teams into a tailspin. The ambiguity of this feedback often led to a frustrating back-and-forth between clients and creatives.
I remember a time when a client would review a creative presentation and say, “Everything is as per the brief, but something is missing.” It was a nightmare scenario for any servicing professional.
I coined this phenomenon the “KK Syndrome,” a nod to the popular Indian cooking show “Khana Khazana” hosted by Sanjeev Kapoor. In the early 90s, many viewers reported a similar experience: despite following Sanjeev Kapoor’s instructions meticulously, their dishes never turned out quite like his. They couldn’t pinpoint what was missing, and the frustration was palpable.
Just like those viewers struggling to replicate Sanjeev Kapoor’s culinary magic, our clients often found themselves unable to articulate what was missing from their creative campaigns. Everything seemed right on paper, but the final result felt off.
Over the years, I learned a valuable lesson: to break down client feedback into smaller, more manageable pieces. This approach, known as “go to genba” in Kaizen, involves diving deep into the details to identify the root cause of the problem.
While I may not face the same challenges in my current role, the KK Syndrome remains a relevant concept. It’s a reminder that even when everything seems perfect, there’s always room for improvement.
So, the next time you find yourself grappling with ambiguous feedback, remember the KK Syndrome. Break it down, dive deep, and you might just discover the missing ingredient that will elevate your work to the next level.
…no known reason, just inspiration.
