- No project goes as planned.
What we do is messy.
We like to tie it up nicely, apply numbered faces,
and suggest it's a scientific process, but it isn't.
Creativity is personal.
Feelings are involved.
And, as we all know, when emotion is mixed into the pot,
things can get wonky.
So, presume something will happen.
How you handle it is the critical component.
Let's start with the most common problems
at the beginning of a project.
Over thirty years, I've found that most jobs have
at least, one of these.
First, lack of organization.
The client has some of the copy your information,
but is missing much of it.
Or, the images supplied are all low resolution
and bad quality.
Your job is not to teach the client
to be more organized in life.
There's no use in assigning blame
or making him or her wrong.
Make a clear list of the assets that you need
and what you have or don't have.
I do this as a chart and share it with the client,
making sure they're aware of the deadlines.
If the deadline happens and there are still
missing information, revise the schedule
moving everything back one week.
If you told your car mechanic you needed your transmission
fixed by Friday, but didn't bring your car in,
you would not be surprised when he tells you
it won't be finished on time.
Second, impatience.
You're working on the design and the client repeatedly
asks if she can see it.
Don't react immediately.
If you supply a clear schedule, you can refer to that,
and point out that the first presentation
is still scheduled two weeks later.
And if they are still impatient, remind them
that the more time you have to focus on the project,
the better it will be.
Third, office politics.
Be very wary of this.
You want to get to know the client's business
as well as possible to do an intelligent solution.
But, steer clear of the politics.
It's easy to get caught up and not understand.
Every organization has it's own dynamic.
Zachary hates Richard and prefers working with Susanna.
Richard once dated the CEO, but it's a secret.
Zachary saw you speaking with Richard,
so he tells you that Richard got his job because
he dated the CEO.
None of this is your business.
Stay professional.
When someone tries to draw me in,
I smile and suggest we get back to the project.
It takes a certain amount of patience and fortitude.
Remember, your priority is the success of the project.
And lastly, communication and information.
In today's world, communication happens so quickly
that nobody takes the time to make sure the information
is correct.
Stop, and take your time collecting information
and responding.
Double check facts.
Even if it makes you sound daft,
make sure the quantity is now 25,000, not 5,000.
Verify that the copy sent is final copy.
Clients make mistakes too,
so it doesn't hurt to give them a chance
to verify the facts.
Don't bang out an email and hit send.
Read your email before you send it to check your facts.
It takes an extra thirty seconds.
Nobody is so busy that this should be a problem.
In my experience, unexpected or problematic issues
are part of every job,
but you can minimize them and manage the response.
This takes patience, and at other times, great patience.
Help the client organize the information.
Maintain a professional relationship.
Manage the schedule and don't gossip.
And finally, check the facts.
Trust, but verify.