Creative Reaction

The Design Funnel, another great manifesto on ChangeThis, is not about design as a gift or a rare ability or spontaneous insight; it is the process of design. Our clients have messages - stories to tell - and in creative businesses we must interpret (more often than not) vague requests, from which we form “concrete goals and results which are satisfying to (us), and effective for (our) clients)”. In a business setting, we cannot simply sit around and wait to be inspired; we have deadlines and air dates. And so while the work we do is creative, we must have a framework upon which to build, in order to meet business demands as well. The Design Funnel is a process which will undoubtedly prevent much of the heartache and frustration in “dealing” with clients, as it involves listening, communicating and collaborating. Download it and read it. It should change the way you interact with your clients.