Of course, I should start this post by stating that success is a completely subjective idea. To some, success is strictly monetary, while to others, success embodies nothing more than a happy life.
That said, in order to get my point across here, we will look at success as a measurement of content in the world of business and marketing.
The idea of "Paying For Performance" is one of the most feared structures for any service-oriented business.
"What happens if my methods don't work for this client?"
"What if they don't like the cheeseburger that we serve them?"
"What if the guest has an unfavorable experience at our hotel?"
Outside of marketing firms and consultancies, it's common practice to refund unhappy customers. In fact, the standard has become going above and beyond to make sure those guests are taken care of next time.
In the latter two examples quotes, the customer would undoubtedly get a full refund. In the first example above, however, both parties would agree to an unsuccessful campaign and most likely go their separate ways.
But why don't the principles of the latter two carry over to consultancies and B2B businesses?
It's actually pretty simple. If your services don't generate the "success" that the client set as its milestone well in advance, it's a less than desirable customer experience. That should justify a refund. Or a reattempt at the very least.
I'm pleased to announce that I am working on building a new niche firm that will work alongside these principles. Stay tuned for more information on it.