Hiring an expert so you can tell them what to do. Are you guilty? been the expert?

Reality is funny isn't it?

Logically we know that we hire experts so they can tell us what to do
but
in fact what happens more often than not in marketing
is companies hire experts and then try to tell them what to do.
Then they wonder why the desired result was not achieved
and of course blame the expert.

I have turned down work then watched companies go from expert to expert until they found one that would take the work of being told what to do.

The cause?
Generally the client has a bit of knowledge in one area.
They are convinced for example that if Facebook was done properly
they would achieve larger business goals.
You can substitute Facebook for any other narrowly focused marketing initiative.
The point is they are convinced that if proper expertise was applied to
one area their larger goal would be achieved.

Often they have even tried to handle the narrow initiative themselves and rather than accept a more comprehensive plan is needed, they simply decide we just need someone better at that one thing.

When they consult with an expert that has broad knowledge and he/she does
not tell them what they want to hear, they often try to find someone that agrees
with their view. Sadly they generally have no problem finding someone to take their
money with the full knowledge that the greater goal will absolutely not be achieved.

How often have you been brought in to such situations?
How do you choose to handle it?

Do you take their money and let them try and fail at their narrowly focused initiative?
Then tell them I told you so and get them on board for something bigger?
Do you gently educate them to the bigger picture?
If they don't want to take your recommendations do you pass on the work?

Personally I educate first, pass on the work if they don't get it today and keep in touch over time because I know that they are on a journey and at some point in the future their knowledge and mindset might finally become a good fit.

It is unfortunate that they may have to go out and suffer through many failed initiatives before they get it, but that's pretty much how life works.