Last class, I made good on my promise to describe how to properly frame a design problem. And while all of you said that what I was describing wasn't "new" in any sense of the word, there was some good dialogue about what does and doesn't fall into the realm of a designer's control when you're working through a project.
One of the last things I touched upon in our discussion and drew on the board was a rudimentary version of the following chart:
When clients meet with you to discuss their needs, they're often thinking solely about tactics. However, good designers know how to rise above the tactics and describe how their actions impact business goals and marketing goals beyond making a good logo. These designers get a seat at the table with the CEO and are more likely to retain their clients in the long term -- provided that their design work is well-executed and on brief.
If you find this topic of interest, feel free to read further in this 6-part series from last year on ChangeOrder.