Who are you really trying to please?

This visual metaphor — a cute mobile admired by parents, but showing quite a different view from the baby’s crib — is an image I’ve kept for years. The author is unknown (I can’t find it to give credit), but its meaning is universal. I bring it here because it opens the path for a reflection: how many times do we create to impress the client, but fail to truly embrace the person who will actually experience what we’ve built?

In the everyday world of communication, this dilemma is constant. A campaign may move a company’s board, but does it really touch the people receiving the message? A technological solution may impress with sophisticated dashboards, but does it actually simplify the life of those at the front line?

That’s where the role of an agency comes in — one that’s not in the game just to please. Our job is not to be the client’s echo, but to expand their vision — to help them look from every angle, to use empathy, and to ask the right questions. Because the courage to say “this might not work for the user” is what separates a nice delivery from a transformative one.

At Liona, we believe that communication is much more than information. It’s about people, connections, and purpose. It’s remembering that every click, every data point, and every digital interaction represents someone who wants to be seen, understood, and respected.

That’s why we don’t just aim to create projects that shine in the eyes of decision-makers, but experiences that truly make sense to those who live them. Of course, we want our clients to be happy — but beyond pleasing, we want to transform.

In the end, communication is not about showing what we have, but about making people feel who we are.

And this is the question that always guides us: who are we really trying to please?

It is in our differences that what transforms us emerges.

And you? Have you ever delivered something just to please, even when you didn’t believe in the idea?