I find this skill massively overlooked in the training of designers. Creating great work is one thing, selling it is quite another. People often fall back on ‘a good product sells itself’ but this is rarely true. So learn to sell. Learn to pitch.
We often get caught up in the design and forget the justification for it. We feel that because we’ve thought about it and designed it well, the client should just trust us whole heartedly and accept our idea. We forget that they haven’t been on the whole journey with us and have come from a different mind state.
This leads to them opposing an idea either through ignorance, misunderstanding or lack of knowledge and we just take it straight to hard. This builds the stand off, where both parties feel right but misunderstood and stubborn to back down.
We need to take our clients on a journey, backed by data and clear explanations of the problem they are trying to solve and what they need as a solution. Then and only then, should we present the idea.
Idea followed by explanation = conflict
Explanation followed by idea = empathy
One thing I will be working on as a skill is to think of an elevator pitch for all ideas. Whenever I need to present a design, an idea, or even a meal suggestion; I will aim to do so in an exciting persuasive and short sentence.
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