From the course: Empathy in Business: Design for Success
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Empathetic approach: Clients
From the course: Empathy in Business: Design for Success
Empathetic approach: Clients
- Another book I wrote is called "Dear Client" I had noticed that when designers get together we all tell the same bad client stories. And I thought that maybe the clients have no idea how to work with the designer. So I wrote it all down, what we need from our clients to do great work for and with them. For example, tell me the problem, not the solution. The client should never say make it yellow but instead say that they want it to feel sunny. In this way, they're communicating the goal rather than how to achieve the goal. This lets us do our job without unintentional restrictions. And I do believe they are unintentional. I wanted to teach the client to have empathy for the creative person they're working with, a human being with a history and emotions, who's working with you toward a common goal. But it works the other way, too. We as designers have to have empathy for the non-creative person we're working with, you…
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