In the world of design, sometimes remembering who the design is for can get blurry in the process.

There's two different ways a project can be viewed.

1. Portfolio Dictatorship - this process will go something like this…

• "This is a cool client, I can't wait to put this in my portfolio."

• "I have the greatest idea for this client, I can't wait to tell all my advertising and design friends.  Maybe I'll win an award for this."

• "Why doesn't this client get it?  They're obviously not as smart as me."

• "I guess I'll just do what they say because I'm so tired of this and wanna get it over with."

• "Why are all clients so dumb?"

2. Client Leadership - here's how the process could go…

• "I'm honored that this client has entrusted this very important aspect of their business to me."

• "I have some ideas for this client that I believe can help them grow their business."

• "They didn't understand what I presented, so let me figure out how I can make a better case for this idea so they can catch the vision. After all, this business is their baby so of course they're gonna be very protective of it."

• "This idea probably won't win an award, but it sure is going to help this company accomplish their goals."

• "At the end of the day, it's the client that has to live with this idea, not me.  It's more important that they feel ownership of it than just accept what I have to say without getting it."

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