Working with rudderless clients

Strategy is about the creation of a unique and valuable position. Organizations need to determine who they are serving, what they are willing to do, and not do, and make sure that that organizations activities “fit,” or reinforce each other.  For designers these strategic areas are a critical component for developing meaningful designs. Unfortunately many clients don’t know, or can’t express their organizations strategy. This makes it exceedingly difficult for designers to create work that is effective.

In lieu of an articulated client strategy, designers can help move clients toward focused design decisions by asking four key questions about the clients business.

What is the financial or strategic goal?

What audience will get us there?

What do we offer the audience that is unique and meaningful?

Can the client sustain this position?

These seem like straight-forward questions, but more often than not they lead to very involved discussions.  Again, it should be reiterated that there is no expectation that designers should define strategy for their clients. But by knowing what questions to ask designers provide themselves with information for making meaningful design decisions that will move their clients closer to their goals.