When two parties come together there are occasionally creative differences that must be resolved to move forward. It is important to be able to explain your vision to your client while also listening to their ideas for the vision and end results.
Any good conversation, work-related or not, includes healthy amounts of listening, asking questions, and seeking to understand the other perspective. There may be times your client's vision is the right one for the job. But there may be times you need to tactfully steer your client in another direction.
When there are differences of opinion, it is good to focus on something you can both agree on – namely, the mission, vision, and goals of your client. Ideally, both you and your client will be pursuing their business success, whether that is selling products, running events, or connecting with consumers. Once this ground is reestablished, it is up to you to clearly communicate the vision based on your experience in the field, creative genius, etc.
It helps to remember to stay professional and offer your client reasons why your design ideas are strong and likely successful. You have the experience they need, and when you can clearly communicate your ideas you give your clients every reason to trust you with their hopes and dreams. Remember, business is not personal and a client simply might not like your designs for no clear reason.
As Steve Jobs once said, "[they] don't know what they want until you show them." So your job is to show your clients what they want in a professional and tactful way.
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