Start as you mean to go on

At the beginning of any relationship there's a courting process. During this special time there is an unspoken agreement that you're making the rules up as you get to know each other. Although logic will tell you to be on your best behaviour, the fact is that this is the time to be your most inflexible - within reason of course. Compromises will be made as you continue to explore each others' boundaries - that's what being in a relationship is all about - but if your starting point is one of strict commitment to what you will and will not do; your values, you'll be well on your way to retaining your future dignity, not to mention your client.

To not do this will only leave you 'whipped'.

It's all about respect - and trust

We've all seen it before. Some of us have experienced it first hand, some of us have seen it in our social circles, and the rest have seen it played out over and over in made-for-TV movies. As a relationship begins to unravel, one party is always grappling with that feeling of, "But I've done everything you ever asked of me? Why are you being like this?" The answer is simple: they're treating you badly because they don't respect you. Now, I realise that this sounds like a response in an Agony Aunt column, but the reality is that this advice applies as much to business as it does to newlyweds.

So how do you avoid the whipping? Just don't do anything you won't be able to live with later. If you find yourself in a position where you're doing something that makes you feel uncomfortable - extracting your partner's hair from the drain or answering a questionable brief - push back. Just saying "No" isn't the way of course. You must do it with flair and tact. Push back with a rational argument and encourage them to do the same. Then, and this is crucial, don't pander and fawn based on your guesses of what they want. Our job is to show them what they want. Introduce them to new ideas. Pull them towards you confidently like the best lover in a 'bodice-ripper' and say to them softly, yet firmly, "I'm going to give you the ride of your life". Because if they have your brown-nosing as the benchmark of your abilities, that's the guy they'll leave you for when it comes to decision-making time.

Finally, and I can't stress this enough, love the work you're creating for their brand. Love it enough to fight for it. If your bottom line is cash, I can say in all confidence that you'll be well and truly screwed. The hallmark of any successful creative organisation or individual is that they absolutely love what they're doing. They're not whoring themselves out for the dollar, they're just creating great work that they're proud of. Adopting this approach will inevitably make your current clients happy and attract new ones. How you begin those new relationships will, of course, be up to you.