Why Every Creative Project Needs a Discovery Call
Jun 9, 2025 | By: Jason Flakes
Why Every Creative Project Needs a Discovery Call
Hello, I’m Jason Flakes film director and owner of Visual 14. I’ve led projects ranging from short marketing videos to full-scale documentaries, and if there’s one thing I’ve learned, it’s this: no two projects are the same. Every client and every project brings a unique vision, set of challenges, and goals. After working on countless creative and production projects over the years, I can confirm that every project is unique . That’s why I always start with a discovery call an initial conversation to understand the scope of your project and your needs . In this blog post, I want to share why discovery calls are so important and how they set the stage for a successful collaboration.
Every Project Is Unique – Start with Discovery
When you reach out with a new idea or project, my first step is to schedule a discovery call. Why? Because your story, your brand, and your objectives are unlike anyone else’s. A discovery call gives us a dedicated space to dive into your project needs and nuances from the very start . Instead of assuming anything, I take this time to learn what makes your project special.
Think of it as laying the foundation for a building: without a solid understanding upfront, we’d risk misalignment later. In fact, kicking off the process with a discovery session ensures everyone involved is on the same page and working toward a common goal . Skipping this step could lead to wasted efforts, endless revisions, or a final product that misses the mark. By contrast, a thoughtful discovery call helps us avoid those pitfalls and start the project right.
Building Rapport and Trust
One of the first things I aim to do on a discovery call is build a genuine connection with you. In our industry, relationships matter. The primary goal of a discovery call is to build rapport and trust with you . I want you to feel comfortable sharing your vision and concerns. We’ll get to know each other as people what excites you about the project, what keeps you up at night beyond just the business talk.
When we establish trust early on, communication flows more freely. You can sense that I’m invested in your success (because I truly am), and I’m listening to every detail. This rapport creates a safe space for honest dialogue. By the time we’re done with our call, you should feel heard, valued, and understood, like we’re on the same team (because we are).
Clarifying Goals and Vision
Every creative or production project has a goal or several. On our discovery call, I’ll ask questions to clarify exactly what you want to achieve. It’s my job to uncover the vision in your head and the objectives you have for the project. A discovery conversation is designed to assess your needs, goals, and challenges . In plain terms, I’m figuring out what success looks like for you.
Maybe you want to increase brand awareness with a stunning video, or perhaps you need to drive conversions with a compelling story. By clarifying these goals upfront, I can ensure that my creative approach aligns with your expectations from day one. It also helps me tailor our strategy whether that’s focusing on emotional storytelling, highlighting product features, or something entirely different so that it hits the targets that matter most to you.
Identifying Challenges Early
Just as important as your goals are the challenges or obstacles you’re facing. What’s standing in the way of your vision? During the discovery call, I’ll invite you to talk about any pain points, past difficulties, or worries you have regarding the project. This is a chance for us to put all the cards on the table. A discovery call is a foundational step to understanding not only your goals but also any challenges you face .
By identifying these challenges early, we can proactively address them. For example, you might be concerned about a tight timeline, unsure how to reach a particular audience, or have had a disappointing experience with a previous video project. When I know these hurdles, I can plan around them or find solutions so they don’t derail us. In short, discovery calls help us spot potential roadblocks in advance, rather than stumbling over them later.
Setting Clear Expectations
Nobody likes unpleasant surprises, especially in creative projects. That’s why I use the discovery call to set clear expectations on both sides. We’ll discuss timelines, budgets (more on that in a moment), how the process will unfold, and what a successful outcome will look like. This upfront alignment makes sure we’re aiming for the same target. In fact, a good discovery process “ensures that everyone involved in the project is on the same page and working towards a common goal.”
By the end of our call, you should know exactly what to expect from me and my team and I should know exactly what you expect from the project. We’ll touch on deliverables, communication preferences, and any other key details. Setting these expectations early means fewer misunderstandings later. It creates accountability on both sides and builds confidence that the project is feasible and well-planned. Essentially, we’re agreeing on a roadmap together before we hit the road.
My Top Discovery Call Questions (and Why I Ask Them)
During a discovery call, I have a mental checklist of topics I want to cover. It’s not a rigid script (every conversation flows differently), but there are certain key questions I almost always ask to get a well-rounded understanding of your project. Here are some of my preferred discovery call questions and why they matter:
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Can you tell me about your current business or project? I like to start by hearing, in your own words, about your business and what you’re working on. Every business owner loves talking about their “baby,” and showing genuine interest immediately creates a connection . This question gives you a chance to share your passion and it gives me invaluable context. As you describe your company or project, I’m listening for the big picture: your industry, your product or service, your brand personality, and what you value. Beyond the warm vibes this question generates, it reveals your focus and priorities – often hinting at your overarching goal for the project, which I can later mirror back to ensure I’ve got it right .
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What are your current objectives and goals? Once I understand the general context, we zero in on what you want to accomplish. Here, I’m asking: What does success look like for you? This might be increasing sales by X%, getting more engagement on social media, educating your audience, etc. Pinpointing your primary objectives helps me align our creative direction with those targets. It ensures we both know what we’re aiming for so we can measure success later. Defining your goal upfront also helps in setting the right expectations. (For instance, if your goal is to double your online conversions, we might focus on a different style of video than if your goal is purely educational content.) In essence, this question is about locking in the vision of success so I can tailor our approach to achieve it – and even reverse-engineer the project steps needed to get there .
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Who is your target audience? Every effective film or video needs to speak to someone. I’ll ask you to describe the people you want to reach your ideal viewer or customer. Is it young adults on TikTok, C-suite executives, local families in your community, or a specific niche group? Understanding your target audience is critical because it influences countless creative decisions, from tone and style to distribution strategy. This question also tells me how well you understand your audience. If you can describe them in detail (e.g. “women in their 30s who are first time homebuyers”), it shows you’ve done your homework and perhaps even have market research handy . If the description is very broad (e.g. “umm, everyone?”), that’s a sign we may need to refine the audience definition together so the content truly resonates . Either way, knowing the target audience helps us tailor the story and visuals to engage the right people.
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Can you describe any specific challenges or obstacles you’ve faced? I want to know if there are pain points or hurdles that have been hindering you. Maybe a previous marketing video fell flat, or you’re struggling with limited footage, or internal approval processes are slow. By sharing obstacles you’ve encountered, you allow me to strategize solutions. It also helps ensure we don’t repeat approaches that didn’t work before. Often, this discussion sheds light on underlying issues perhaps a messaging disconnect or a production bottleneck that we can address in our new project plan. Remember, a discovery call is as much about uncovering problems as it is about goals. When I ask about challenges, I’m effectively asking “What keeps you up at night about this project?” so we can tackle those concerns head-on. This honesty upfront means fewer surprises later and shows you that I’m here to help solve problems, not just deliver a one-size-fits-all service.
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Have you worked with similar providers or solutions in the past? This is where I inquire about your past experiences with services like mine (e.g. other video production teams, agencies, or creative solutions you’ve tried). If you have worked with someone else before, I want to know what worked well and what didn’t . This history is incredibly informative. It reveals your experience level and perhaps any dissatisfaction or gaps left by previous solutions. For example, if you say, “We hired a video company last year but weren’t happy with the storytelling,”that’s a big clue for me to prioritize narrative quality. Or maybe “We tried doing it in-house but ran over budget,”which flags that project management and budgeting will be important. Knowing your past helps me avoid repeating mistakes and allows me to double down on aspects you value. And if you haven’t worked with anyone similar before, that’s fine it just means we’ll spend a bit more time discussing how we operate so you feel comfortable with the process.
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What is your marketing budget? Budget is a sensitive but crucial topic. I’ll ask about your overall marketing budget or range, which gives me an idea of the scale we’re working with. This isn’t about prying into your finances – it’s about ensuring any proposal I develop is in line with what you can invest. Understanding the budget you’ve allocated for marketing (and by extension, for this project) prevents us from talking grand ideas that turn out to be unfeasible financially. It also tells me how this project fits into your broader marketing efforts. For instance, if your annual marketing budget is $500k and you’re talking to me about a flagship brand video, that context helps frame an appropriate scope. On the other hand, if the budget is very limited, I know we need to get extra creative with resources. Discussing budget early is about transparency and alignment. Without it, there’s a risk I might propose something either far above or below what you’re expecting which could lead to scope creep or “sticker shock” later if not addressed now . By being open about budget, we ensure we’re planning something realistic and sustainable.
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How much were you thinking you would invest in a service like this? This is a more direct follow-up to the budget question. Sometimes, clients have a specific number in mind for the project or have gotten quotes elsewhere. I’ll often ask this to gauge your expectations versus the reality of what you’re asking for. It helps me understand if we’re on the same page financially. If your expectation is significantly off from typical costs, this is a gentle way to surface that discrepancy so we can discuss it. My goal is never to upsell, but rather to make sure that if we proceed, the budget you’re comfortable with can truly achieve your goals. Getting this clarity now prevents heartbreak later. I’ve learned (sometimes the hard way) that not discussing budget can lead to underbidding and uncompensated work, or overbidding and scaring the client away . Neither is good for anyone. So, I prefer we talk openly about investment early. That way, I can tailor my solution to fit your financial comfort zone – whether that means scaling the project up or down, or offering phased options. It’s all about honesty and finding a win-win plan.
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How would solving this problem make you feel? This might sound like an unusual question, but it’s one of my favorites. After we’ve covered the facts and figures, I want to understand the emotional driver behind the project. If we knock this project out of the park, how will that impact you on a personal level? Will it be a relief, a proud achievement, a long-awaited victory for your business? When you describe how success feels, it gives me insight into why this project truly matters. It shifts the conversation from just business metrics to human terms. Your answer often provides powerful language and insight that even our marketing strategy can benefit from it’s the language of impact . For example, if you say “It would be such a weight off my shoulders” or “I’d feel confident taking our company to the next level,” I now know the deeper value this project holds for you. I can then make sure our work delivers not just the technical outcome, but that emotional payoff as well. Plus, asking this question shows that I care about you, not just the transaction. It’s a chance for you to pause and envision the finish line, and for me to learn what truly motivates you. That knowledge helps me craft a story and result that will genuinely satisfy you and your stakeholders.
These questions (and others that come up organically) form the core of our discovery discussion. Throughout, my goal is to listen actively and ask thoughtful follow-ups. Often, I’ll recap what you’ve told me to confirm I’ve got it right which brings me to a couple of techniques I use in every discovery call.
Active Listening and Emotional Insight
To get the most out of a discovery call, I rely on active listening techniques. One such technique is often called “playback.” In practice, this means I will repeat or paraphrase what I’ve heard you say using your key words to confirm I understand correctly . For example, I might say, “So it sounds like X is very important to you, did I get that right?” This might seem simple, but it’s powerful. By doing this playback, we both get to verify that I’ve accurately captured your meaning. It also shows you that I’m paying close attention. (No generic nodding and “uh-huh” here I’m truly engaged.) This real-time summarizing gives you a chance to clarify anything I might have misunderstood before we move on. It keeps us aligned at each step of the conversation. Effective communication is the bedrock of any successful project, and paraphrasing our discussion in real-time is a great way to ensure nothing slips through the cracks .
Another technique I emphasize is emotional probing gently digging into the feelings and motivations behind your answers. We touched on this with the “how would it make you feel” question above. The reason I probe on the emotional side is that creative projects aren’t just transactional; they’re personal. Whether you’re launching a new brand or telling a story close to your heart, there’s emotion involved. By exploring those feelings, I gain a deeper understanding of what’s driving you. Maybe it’s the pride of building your brand, the relief of solving a nagging problem, or the excitement of outshining a competitor. Knowing this helps me tailor the project in a way that will truly satisfy you. It also helps you feel genuinely heard on a human level. This isn’t therapy, of course, but it is about empathy. When I know how you feel and how you want to feel at the project’s end, I can infuse that into the work. In fact, hearing your emotional perspective often gives me language and angles to use in the creative itself for instance, if you express the impact in certain words, I can echo that language to show the value our solution will have in your life or business . Ultimately, combining active listening and emotional insight ensures our collaboration isn’t just technically aligned, but also personally meaningful.
It’s About Alignment, Not a Sales Pitch
I want to stress one final point: a discovery call with me is not a hard sales pitch. The tone of these calls is consultative and exploratory. In the early stages of a project, the focus should be on understanding and alignment, not on closing a deal. In fact, a discovery call is explicitly not an opportunity to try to “hard sell” doing so would only hurt the relationship . You’ll notice I’m not pushing services at you during this call. Instead, I’m asking questions and listening. I see the discovery call as a two-way street: it’s as much for you to evaluate me and Visual 14 as it is for me to evaluate your project needs.
My job in this call is to act as a trusted advisor to consult, not to sell. By taking this measured, no-pressure approach, we can both ensure there’s a genuine fit before any commitments are made. If after our discussion I realize I’m not the best person to help you, I’ll be honest about it. And I hope you’ll feel free to be honest if you feel we’re not the right match, too. It’s better for both of us to know that now. When we do decide to move forward, it will be based on a foundation of carefully considered fit and mutual enthusiasm, not a rush of sales talk .
To me, success isn’t just winning a project it’s delivering a project that works for you and building a relationship for the long term. Many of my clients come back for future projects, which I believe is a testament to this alignment-first philosophy. By fostering a solid relationship built on understanding, we set ourselves up for smooth collaboration and, hopefully, results that exceed your expectations down the road .
In conclusion, a discovery call is an investment of time that pays off massively throughout a creative or production project. It’s where we plant the seeds of success by understanding each other deeply. When you hop on a call with me, expect a warm, down-to-earth conversation about your project no jargon overload, no high-pressure tactics. By the end of it, you’ll have a clearer picture of how we can bring your vision to life, and I’ll have the insights I need to craft a proposal or plan that truly aligns with your goals.
So, if you’re considering kicking off a new project, let’s start with a discovery call. It’s our chance to get it right from the get-go. I’m here to listen, learn, and lend my expertise to your vision. Together, we’ll set the foundation for something amazing.
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