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Chapter Eight. The art of the conversation > Deal with the decision-maker

Deal with the decision-maker

In Chapter 4, I touched on how important it is to make sure you deal with the decision-maker during at least some phases of a project. Moving forward, I’ll be referring to the decision-maker as the “committee,” since the clients you want to attract will probably have more than one person involved in choosing a visual identity.

Working directly with the committee for the duration of the project isn’t always possible—most likely you will have been working with a single point of contact (perhaps a brand manager as opposed to a CEO or board of directors) at least some of the time up until this point. But when it comes time to deliver your design ideas, dealing with the committee is critical. The last thing you want is for your carefully crafted explanations to devolve into a game of “phone tag,” in which rationales are conveyed and usually quickly distorted through a mediator.


  

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