Selling a creative process in a reductive, analytical culture
Some people are already bought into design. They love design, they saw something of mine they liked, and metaphorically clicked the buy button. Those are my favorite clients of course. But a lot more common is the skeptical buyer who comes from an analytical background. They are skeptical about the value of design, do not come from a creative background, and want to see a lot of numbers “proving” the “impact” of design. The problem with this approach is that the actual way design is done is different than this analytical and reductive method. It’s not a coincidence — it actually started with the scientific method.
