How to Build a Better Business

At the HOW Design Conference, "How to Build a Better Business" was a panel discussion with Peleg Top, Rochelle Seltzer, Kevin McConkey, and Shannon Carter. These were some highlights:

• Be prepared for opportunities. The more you prepare, the luckier you get.
• Ask for more money. Be prepared to walk away if you don't get what you want.
• Money is the currency of respect. The more a client is paying you, the less likely they will dictate to you.
• Be an investment, not an expense. Show that your work makes money for your clients.
• Build relationships.
• Narrow down your market focus not just by what kinds of organizations you want to work for, but what kinds of people you want to work with.
• Look for potential . . . the potential to do great work.

First Meetings

• Ask "what do you want to achieve and how much do you want to spend?"
• Create a human connection.
• Ask "why?" a lot.
• Focus on what's possible; get the client excited.
• Consider sending questions before the first meeting so that they have time to think and discuss.

Case Studies/Website

• Tell an emotionally engaging story.
• Highlight results.
• Speak in an authentic voice. Be real.
• Your website should tell people what it's like to work with you even before they meet you. Be personal.
• Start the conversation.

And More

• Charge for thinking, not producing. You solve business problems through design, not for producing a brochure.
• The deliverables are based on the strategy.
• Hire well and wisely.
• Be a leader, not a manager.
• You can be a designer without doing the production.