I am a problem solver, not a designer, dammit!
Tuesday, June 7th, 2005, 8:53 am, by mg.
As cliche as it sounds, that is the truth. I try and teach my students this. It’s not about designing something cool, it’s about accurately defining the problem, first, then creating an appropriate solution. A well-defined problem gets a well-executed solution.
Clients come to you and say “we need a brochure”. My response is, “Why do you think you need a brochure? Who are you trying to reach? What are the channels these people can be reached easiest? What do you want to tell these people? What pushes their buttons? What sort of return are you expecting? Yadda, yadda…
I’m sure they get tired of the questions, but the more I ask, now, the less money they will spend later as I execute the design of the brochure…IF THAT’S WHAT THE SOLUTION IS. Sometimes client’s are convinced they need one thing, and the more you peel that onion skin back, the more obvious it becomes they need another.
My job as a designer is to provide the correct solution to a given problem—not just design a brochure for the client. I try and keep the client’s bigger picture in mind when defining a problem. Now, if I tell them they don’t need a brochure, and they insist they do…well, I can do that! 
brad Says:
Amen, brother Guthrie! The perfect solution to the wrong problem is worthless.