Feb 03 2010
On the Agenda
Some time in the mid-nineties the Pittsburgh chapter of AIGA presented a talk by Steve Frykholm, then and now, Herman Miller’s creative director.* The program was held in the auditorium of the Westinghouse headquarters (which I affectionately called “The Big House”) at Stanwix Street and Fort Pitt Boulevard. In his talk Steve imparted one of the best pieces of professional advice I ever heard.
Designers are always presenting. We’re always presenting our work to potential clients or employers, or presenting our recommended solutions to existing clients. It’s a craft. The knowledge is cumulative. We learn from experience. Careful observation is repaid.
For instance, when there’s more than one client in the room, there’s sometimes a sublime moment when one of the clients takes over your job. He or she becomes your advocate and begins to pitch for you. At that point, remain silent. Your work is done.
Still, presenting can be anxiety-ridden. A lot rides on the outcome. Steve’s advice was remarkably simple: “Just tell them why they should like it.” The key word here is they. To the client it doesn’t matter if you like your idea. In fact, it’s assumed.
Know the difference between your agenda and the client’s. We all have our own design agendas (for example, I like Bembo). The client doesn’t care what you like. When presenting, address the client’s agenda. What’s their concern? What keeps them awake at night? Chances are it’s not typography. In fact, what’s even more important is the needs of the client’s client—the end user. Carry your recommendations to them.
When I go to a restaurant, the last thing I want to hear from a waiter is, “I like the salmon.” What do I care what some kid in a bow tie thinks? However, if he were to say, “Customers love the salmon, we sell out every night,” that’s a different story all together. Take your opinion out of the spotlight. Reform your argument to focus on the ultimate goal of your work. Tell them why they should like it.
Rick Landesberg
*http://www.hermanmiller.com/discover/when-you-promote-stuff-promote-the-stuff-you-believe-in/
3 Responses to “On the Agenda”
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Great advice — a basic concept all good salespeople know, but one that’s easy for “creatives” to miss. I’ll remember it next time I’m pitching.
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Great advice indeed! We are often so close to our own work that we assume we are in the room to talk them into why we thought WE liked the design options so much. What Rick has stated so well here is that we should be asking ourselves why THEY will like it. It’s a simple change of focus off of US and onto THEM. So simple, yet often forgotten about for sure. Thanks, Rick.