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We often villainize clients — complain about their unreasonable demands, resent scope creep, cringe at their attitudes and cluelessness. While some clients are gems that entrust us with creative freedom and unlimited budgets, most of the time there are tensions that inevitably come up in the process. While many of us would rather not deal with the human interactions that our profession requires, there are certain philosophies, habits, questions, and tools we can use to almost guarantee success and reward. We can expect our clients to be our allies and best advocates and stay true to our integrity and vision. All while not selling our soul.