- The end goal of a project is to create a solution
that solves the client's needs in a magnificent way.
It also is to maintain a good relationship
with a client.
An ongoing relationship business model is the opposite
of a transactional one.
In a transaction,
I go to the store and buy one can of soup,
end of story.
In a relationship,
I love the store and the soup,
I know the checkout people by name,
and they tell me about savings I might have missed.
You want that relationship with your client.
Otherwise, you are constantly searching for new clients
with individual projects.
As I mentioned earlier,
respect is the key to both sides of the relationship.
Every project has bumpy parts.
That's inevitable when you mix objective creativity
and a process that most non-designers aren't used to.
Understand that, and recognize that it's bound to happen.
How you handle those bumps is the real story.
When I run into a snag,
let's say I present a solution
and a client hates the typeface.
I don't respond to that specific point.
The client speaks a different language,
and doesn't know how to articulate
his or her thoughts about design.
Rather than saying,
you are wrong and stupid,
I ask why?
What is it about that typeface
that isn't communicating the message?
He or she may be able to explain it feels too cold,
or silly, or whatever,
now you have something to work with.
Now, they may simply irrationally hate it,
and if so,
there are other solutions to try.
I also manage expectations.
In fact, I underpomise and overdeliver.
If I need a week to finish part of a project,
I'll suggest a week and a half.
If I finish earlier,
I look great,
if not, I've bought myself a buffer.
It's like going to your car mechanic,
if he or she tells you your new engine
will be ready by next Wednesday,
and you show up and it's not, you're mad.
If he calls you Monday,
and says it's ready,
and we washed it also,
you'll be back the next time you need car help.
Stay in touch and be honest.
That's really all that most reasonable people expect.
The more your maintain the communication,
the closer the client feels with the project's process.
I found that ego and pride always get in the way.
When I find myself getting riled up at a meeting
with a client,
I ask myself,
is this logical,
or is it about my pride and ego?
Often, it's just my pride,
because one of my ideas didn't work.
Set your ego aside,
never make a decision out of anger or pride,
they are always wrong.
Now, this doesn't mean be a doormat.
As long as the relationship is successful,
and conversations are professional,
everyone should feel comfortable
expressing him or herself.
Working with a client is a relationship.
With some patience and compassion,
things typically work out.
In most instances,
everyone is on the same page
and wants the project to succeed.