Satisfy the Unexpected Wish

Designer Rick Landesberg gives some great advice in this article on the HOW Design web site. Landesberg writes about taking a lowly job and making it into a meaningful project. His tips:

First: Don't think about the money. Not your fees, not the budget, not the print costs. If the solution answers the need in a way that delights and surprises, the money often works out.

Second: Be sure to also present a solution that responds to the client's request. If you disregard what he specified, your client might take offense. Do what is requested and do what it ought to be.

Third: Don't presume your brilliant solution will be accepted. If it never gets out of the gate, your client will appreciate the extra effort nonetheless.

And finally: Cultivate a mindset that constantly goes beyond the client's stated needs. Listen carefully and critically, and dream on your client's behalf. Satisfy the unexpressed wish.

Great advice for lawyers, too. HOW Design has some more great articles on creativity here.