The People-Pleasers vs. The Goal-Getters

In the chaotic world of media content creation, companies fall into two very distinct categories:

1.The People-Pleasers – Their mission: Make the client happy at all costs, even if that means making a video as ineffective as a screen door on a submarine.

2.The Goal-Getters – Their mission: Make content that actually works, even if that means telling the client, “No, your idea for a five-minute animated backstory about your company’s founding isn’t the best way to sell a product.”

Both types get paid. But only one gets results. Let’s break them down and see which one is actually worth hiring.

The People-Pleasers: “Whatever You Want, Boss”

These media content companies are obsessed with client approval. They believe the best way to keep a business running is to agree with everything the client says, no matter how terrible the idea.

Here’s what working with a People-Pleaser looks like:

A client asks for a 12-minute corporate documentary about their brand’s history. The People-Pleasers enthusiastically agree and even suggest making it 15 minutes, just in case. The reality is that studies show the ideal video length for engagement is under two minutes. Nobody—except maybe the client’s grandmother—is sitting through 12 minutes of corporate storytelling.

A client insists that their CEO’s dog be featured in a commercial. The People-Pleasers don’t hesitate to say yes and even offer to give the dog a speaking role. Unless the CEO’s dog is selling pet food or insurance, this has no marketing impact.

A client provides a PowerPoint filled with 35 bullet points per slide and asks for it to be turned into a video. The People-Pleasers happily comply. Research shows that viewers retain 95% of a message when they watch it in video format, compared to only 10% when reading it. If the video is just zooming in on text, it’s a waste of time.

People-Pleasers prioritize client happiness over effectiveness. The problem is that when the content fails, they blame the market instead of bad strategy.

And when the campaign underperforms, their response is always the same: “Well, that’s what the client wanted.”

The Goal-Getters: The “Trust Us, We Know What We’re Doing” Approach

Goal-Getters take a different approach. Their priority isn’t just making clients feel good today—it’s making content that actually works tomorrow.

A client insists on opening their video with a mission statement. The Goal-Getters push back, explaining that the audience doesn’t care about that. Instead, they recommend starting with something engaging before weaving the mission statement into the content. Research supports this approach, as videos with strong hooks in the first three seconds retain up to five times more viewers.

A client suggests making an ad seven minutes long. The Goal-Getters remind them that their audience has an attention span shorter than a goldfish and recommend keeping it under 90 seconds. The ideal length for a marketing video is between 30 and 90 seconds, with engagement dropping sharply after that.

A client requests an original EDM track composed by their nephew to play in the background of a corporate training video. The Goal-Getters politely suggest using something more professional, explaining that poor audio choices cause 40% of viewers to drop off within the first 10 seconds.

Unlike the People-Pleasers, the Goal-Getters aren’t afraid to push back. They know that marketing isn’t about making the client feel good—it’s about making content that actually delivers results.

And when the campaign performs well, the client is happy for the long term.

More Examples of People-Pleasers vs. Goal-Getters in Action

In a social media video campaign, a People-Pleaser creates a generic, scripted promo with no personality. The result is low engagement, no shares, and an audience that doesn’t care. A Goal-Getter makes a short, engaging, high-energy video with a strong hook and fast pacing, resulting in high engagement, more shares, and better conversions.

For a corporate training video, a People-Pleaser produces a 45-minute HR training session with a monotone narrator reading bullet points. Employees zone out or click “next” without absorbing the material. A Goal-Getter breaks training into short, engaging micro-videos with animation and real-world examples, leading to higher retention and better comprehension.

In a product demo video, a People-Pleaser creates a five-minute explainer with excessive details and no emotional hook. Viewers leave before the main selling point is even introduced. A Goal-Getter makes a 60-second, visually engaging product demo that quickly highlights the problem, the solution, and the call to action, resulting in higher conversion rates.

Which One Should You Hire?

If you want a company that will say yes to every request, even if that means making a 10-minute ad no one will watch, hire a People-Pleaser.

If you want a media content company that will challenge bad ideas, push for what actually works, and create content that gets real results, hire a Goal-Getter.

At the end of the day, success isn’t about who says “yes” the most—it’s about who knows how to turn content into impact.

So, next time you hire a media content company, ask yourself: Do you want someone who agrees with you, or someone who actually helps you win?

Citations

Microsoft (2015). The Shrinking Attention Span Report.

Meta (2023). The First 3 Seconds: Why They Matter in Video Marketing.

Wistia (2022). The Ideal Video Length for Maximum Engagement.

HubSpot (2023). Content Engagement: What Works and What Doesn’t.

Forrester Research (2023). The Power of Visual Storytelling in Digital Marketing.

Vidyard (2023). Why Audio Matters in Video Content.

If you want content that actually works, don’t waste your budget on a company that just tells you what you want to hear—hire one that tells you what you need to know.