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How to talk to a designer

It’s really freakin’ hard to for executives to talk about design.  How do you explain the look and feel you want?  There aren’t really words for these concepts, and everyone hears them differently.

Then I got this great advice:  Just explain which car and which magazine we want to be. It works!

What do we want the GasPedal brand to be?

  • Fast Company, not BusinessWeek or Inc.
  • Mini Cooper, not Cadillac or Jaguar

It works because it provides an objective visual that everyone can understand.  Major brands invest a ton in creating a universal brand feeling, you can use that universality to communicate who you are.

(Thanks to Bill Hanekamp for this great advice.)

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