Why clients don’t buy good work - and what you can do about it’

If it was possible to invest in words, I'd drop a couple of grand on the the term "fucking client!" I heard it several times a week in multiple agencies across two decades in the ad industry and I reckon it's good for the long-term. 
 
The 'fucking client' was accused of multiple sins including being chickenshit, not knowing what's good for them, having zero understanding of technology and not being able to spot a good idea if it bit them on the arse.
 
I heard it so often, I