From the course: Running a Design Business: Selling Design to Clients
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Communication: Design-speak vs. Client-speak
From the course: Running a Design Business: Selling Design to Clients
Communication: Design-speak vs. Client-speak
- One of the most valuable lessons I learned at the Harvard Business School was that our clients, typically on the business side, don't speak designer. And conversely, we don't speak business. All the meetings that seem to go well, but then turn negative, made sense when I realized that I was saying one thing and the client heard another. It was if she were talking to me in Italian and I responded in French. Every industry has its own terminology and language. This goes beyond simple technical terms. It's about priorities. Now, many designers are great at business and many clients have a fantastic eye for good design, but on the whole, as designers we prize a smart concept and beautiful execution. We love seeing something incredible and new. When we look at a logo, we see the letterforms, shape, and color. Most clients are focused on increased revenue, better audience perception, and the bottom line of production. A corporation will change the identity for business, not aesthetic…
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