Recently at the office, we had a group of students visit us from Carnegie Mellon. Our relentless leader, Rick Webb, lead one of the more enjoyable Q&A sessions that I have sat through in quite some time. Afterwards I sat thinking: what do I wish I had heard years ago had I been in their shoes?

There is no better advice I can give someone. I could spend hours explaining what books or blogs to read, what methods work for myself for the creation of concepts, and blah blah blah. This is all personal and highly subjective. What works for myself is radically different than that of my peers. I will not bore you with the details, for we all have our own process. NO DUH! There is one thing though all successful designers share: the ability to understand what lies at the heart of the project, the ability to find what makes the client special and to fall in love with it.

It’s a tough business working for clients. There is always a more exciting client than the one you are currently tied to. It’s a lot like dating someone and seeing a cuter/younger/more exciting person than your boyfriend or girlfriend. On the surface of things, there is always something better, but you stick with your mate (unless you’re a total douche!) because you have seen something wonderful about them that makes them so damned beautiful. Working with a client is no different in this respect in that we need to find makes the client amazing, even if it’s the smallest detail. It’s our job to find that voice that perfectly sums up what makes them special, and to use that voice to guide us through the obstacles and evolution of the project. You need to really appreciate what makes your client beautiful, for if you don’t, your work is a waste. It will seem hallow and without meaning.

You will complain at some point on any client you work for just like you will hear your peers and co-workers in the office complain about the client they are working for. Every project takes it toll on you, for it’s not a simple task to read the minds of the client, and it’s always frustrating when you don’t get it right. Just know that with every risk you take, and you should be taking LOTS of risks in your work, will bring one step closer to understand what the voice of the client is.

In the end, it is your job to make something that you would really love to see using their voice as your guide. Care deeply about passion, vision, determination, and optimism. They a without a doubt the most useful tools any designer has at their disposal. It’s a tough job, but in the end you gotta do what you love and the trick is finding a way to love something about the client. That love will make amazing work.

p.s. Also, use tons of sweet lasers in all of your work, every client ever will think you are totally brilliant. You’re welcome in advance.