06: Ideas usually fail not because they're bad ideas, but because they're badly presented. The ability to present an idea is as important as the idea itself. The single most important thing we need to remember when presenting work to clients is that they are terrified at the prospect of what we are going to show them. For clients, commissioning design is like going into a furniture showroom to buy a sofa and being told by the salesperson, “Sure, I can sell you a sofa. But I can’t show it to you.” Who ever spent money on something they couldn’t see? Yet this is precisely what we ask our clients to do when they commission us.
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