While working on Scoutzie.com, I noticed that in cases when clients and designers get upset at each other, often that is a direct result of them not understanding each other's goals. Clients want to showcase their businesses as best as they know, while designers want to create the most stunning and polished designs. Both parties are right. I want to illustrate this problem and the solution based on a problem that's familiar to many - "Make my logo bigger!" - a typical request from clients that upsets many designers. I am giving a super-short version of this presentation at the 500Startups WarmGun conference. This is the extended version.

1. Hello.

2. I have a theory.
Care to entertain?

3. Designers,
Have you ever heard
a client say this?

4. Make my logo
BIGGER

5. Too many times?

6. Client are not idiots.
Why do they want
bigger logos then?

7. Because.
Online is an
extension of offline.

8. Because
conversions.
In offline world,
bigger = better.

9. Want more buyers?
Get a BIG street
sign. Tell the world!

10. But not online.

11. Online, customers
don’t know you, but
they have a goal.
You need to
entertain the goal.

12. What am I saying?

13. Designers.
Clients.
You are both right.

14. The logo is perfect.
The design is not.

15. Solution?

16. Collaborate.
Design for business
needs.

17. Designers.
Ask questions.

18. Clients.
Trust your designer.

19. Seriously.
Let the designers be
in charge of
designing.

20. Say why you want
something. Not how.

21. Designer is not
a screwdriver.

22. Put your egos aside.
Focus on customers.

23. Design for
first user experience.

24. Start by answering
these questions:
What is customer’s
problem and how do
I solve it?

25. Follow up with.
Why are they going
to pick me?

26. Now convert them.
Tell your customer
why they should use
your product NOW.

27. And the moral is?

28. Forget about the
logo and don’t take
feedback at face
value.

29. Recognize the
underlying problem.
Solve it.

30. Scoutzie
Because Awesome.

31. The end.