There are seemingly two approaches to working with clients in the creative field:
Approach #1
You tell us what you want, we go away for awhile and when we return, you get the thing you asked for (or something close to it). This is how things magically work in fictional universes like “Mad Men”.
Approach #2
You tell us what you want, then we ask you a bunch of questions. We discuss and draw then go away for a bit. We come back with napkin concepts—something really sketchy and loose. You tell us what isn’t working, give us ideas for things that will work. We go away, we come back, okay it looks better now, but what if we did this or that?, you say. We go away again, the iterative process continues, and ultimately you get the thing you want.
