Design Is a Job

1. Design is a job: Treat it with professionalism and respect

A designer requires honest feedback and real criticism, and that's not going to happen in a realm where colleagues or clients are worried about crushing the spirit of a magical being.

Professionalism is key. Designers must shed the myth of the "magical creative" and embrace their role as problem-solvers within constraints. This involves:

• Understanding and addressing client goals
• Gathering and analyzing information
• Imposing order and creating novel forms
• Communicating effectively with clients and stakeholders
• Acting as a gatekeeper for ethical design decisions

By treating design as a serious profession, designers can earn respect, deliver better work, and make a positive impact on the world.

2. Cultivate clients through networking and referrals

No one's going to know what you think about unless you write and publish your opinions.

Build your network. The best clients come through referrals, so focus on:

• Being pleasant to work with and doing good work
• Clearly articulating what you do with enthusiasm
• Networking and maintaining relationships
• Being visible through writing and sharing your opinions
• Reflecting well on those who recommend you

Remember that every interaction is an opportunity for business development. Stay connected with past clients and colleagues, as they may become valuable sources of future work.

3. Price your work based on value, not time

Charge as much as you can, deliver an honest value, and never work for free.

Value-based pricing is crucial. Instead of hourly rates, focus on the value your work brings to the client:

• Research the client's business and market landscape
• Understand the potential impact of your work
• Set prices that reflect the value you provide
• Be confident in discussing money and negotiating
• Never work for free or for "exposure"

Present your pricing with confidence, and be prepared to explain how you arrived at your figures. Remember that negotiation is expected, so start from a strong position.

4. Contracts protect both parties and define expectations

A contract is like a prophylactic. It won't keep you from getting fucked, but it may keep you free from additional liabilities down the road.

Contracts are essential. They establish the nature of the relationship and clarify important details:

• Ground rules for working together
• Payment terms and schedules
• Deliverables and deadlines
• Intellectual property rights
• Termination clauses and dispute resolution

Work with a lawyer to develop solid contracts, and be prepared to explain their importance to clients. Remember that contracts don't prevent problems, but they provide a framework for addressing issues when they arise.

5. Present your work with confidence and purpose

If you sit at your desk while someone else presents work to the client, you don't get to complain about the feedback. The failure was yours.

Own your presentations. Presenting your work is a core design skill that involves:

• Having a clear agenda and desired outcome
• Explaining how your choices lead to project success
• Focusing on goals and benefits, not features
• Giving clients permission to provide negative feedback
• Being open to being wrong and learning from criticism

Practice your presentation skills and remember that confidence comes from being prepared and believing in your work.

6. Gather and manage client feedback effectively

Everyone gets the feedback they deserve.

Guide the feedback process. Help clients provide useful input by:

• Setting expectations for feedback early in the project
• Providing clear guidelines on what to focus on
• Discouraging prescriptive feedback
• Organizing feedback into actionable items
• Addressing concerns promptly and professionally

Remember that clients aren't experts in giving design feedback, so it's your job to guide them through the process and interpret their input effectively.

7. Maintain strong relationships with colleagues and collaborators

Act like it's within your power to improve your relationship with other designers and you usually can.

Collaboration is key. Build strong working relationships with:

• Other designers (internal and external)
• Project managers
• Researchers
• Developers and engineers
• Marketers
• Content strategists

Respect each person's expertise and work together towards common goals. Clear communication and defined roles help prevent conflicts and lead to better outcomes.

8. Stick to your process and defend it when necessary

Your process is what enables you to do good work.

Trust your process. Develop and refine a design process that works for you, and:

• Explain your process to clients during the hiring phase
• Stand firm when clients try to break your process
• Be flexible enough to address client anxieties
• Remind clients why they hired you and your process

Remember that your process is what leads to good work, so don't let clients or internal pressures force you to skip important steps or rush through crucial phases.

9. Getting paid: Set clear terms and follow up promptly

The best way to deal with late payments is to keep them from ever being late.

Establish clear payment terms. To ensure timely payments:

• Research the client's payment process
• Negotiate favorable terms (e.g., net 15 or net 30)
• Structure payments around clear milestones
• Invoice promptly and follow up on late payments
• Maintain a professional tone when discussing money

Be prepared to address payment issues calmly and professionally, and don't be afraid to involve your lawyer if necessary.

10. Working with other designers: Collaborate, don't compete

Until designers stop treating each other with the catty competitiveness of contestants in a trashy reality TV show, and start supporting each others' efforts, and figuring out how to complement each others' skill sets, you cannot expect others to take you seriously.

Foster collaboration. When working with other designers:

• Respect their expertise and contributions
• Establish clear roles and responsibilities
• Focus on project goals rather than individual achievements
• Share knowledge and learn from each other
• Avoid undermining or competing with other designers' work

Remember that a rising tide lifts all boats. By supporting and collaborating with other designers, you elevate the entire profession.

11. Career growth: Choose design over management

If you're at a company where the next step up the ladder means managing people more than managing the quality of the design the company is producing, get the hell out of there.

Prioritize design in your career. As you advance:

• Focus on improving your design skills and knowledge
• Seek opportunities to mentor and teach other designers
• Consider starting your own company or becoming a consultant
• Look for roles that allow you to influence design strategy
• Avoid positions that take you away from hands-on design work

Remember that your value as a designer comes from your ability to solve problems and create effective solutions, not from managing people or handling administrative tasks.

Last updated: August 10, 2024