All over the map
What is your approach when a client prescribes a direction, especially when it’s the kind you’ve seen produce weak results in the past? Darrell Estabrook, Richmond, VA, USA TF: We do still get quite a few clients coming to us with a list of deliverables and our first question is always the same: ‘What outcomes are you looking to achieve?’
For us the starting point isn’t the ‘how’, it’s the ‘what’ and we ask all clients to focus on the outcomes before we start. By doing this – and working with clients in this more collaborative way from the start – we often manage to steer the brief in a more meaningful direction, away from something that we
don’t believe in. If we have clarity on the outcome we can explain the how.
Of course we need to be respectful in challenging the client’s wishes and be mindful that any new solutions or way of approaching the problem fits in with their individual culture and organisational structures.
When working with clients, Code Computerlove’s first question is always: ‘What are you try to achieve?’