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6. Sticking to Your Process

Chapter 6: Sticking to Your Process

A while back we were contacted about a project. A nice one; high-profile client, good budget, realistic timeline. We wanted it. We had an initial phone call with the principals and got even more excited about it. They were smart. Asked us really good questions, we gave really good answers. They told us us they were talking to a few different agencies, which never scares us. All-around good first impression.

A few days later the client told us they were asking the candidates to sketch some concepts for the proposed site to help them make their decision. And get this! They even offered to pay for it. Not bad, right?

We said no.

We told them that in order to design the right site we’d have to do our research. We’d have to talk to them about their goals, their content, their brand, how they made their money—all that stuff. And we’d have to talk to their intended audience. We’d have to take a look at the competition. Tech-nical constraints, editorial process, content strategy, etc., etc. We needed to understand and define the problem we were being asked to solve. Then, and only then, would we propose a solution.


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