How do designers create solutions for business goals? How can I best empathize with my client?

What business goals are designers trying to solve? Is this taught in schools? Are you being empathetic to what your client's needs are?What's the difference between Character, Culture, and Brand?

Professor Dave moon and students from Cal State Northridge (CSUN) visit Chris Do in order to ask questions about the business of design.

Annotations
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01:00 Character— did you do what you said you were going to do
01:59 Make your work process more transparent
02:22 Process— repeatable formula with predictable results
03:11 Competitive Audit as necessary part of "Research"
04:00 You are not an artist. Solve problems
04:20 What are the goals of the business
05:10 Creative Strategy & The Business of Design
06:30 What is the business goal?
07:40 Repositioning, Building Awareness
10:14 Aesthetics are not a compelling reason for businesses to change their operations.
10:50 Free Range Creatives
14:00 Designers are terrible at empathy because they are very self-centered.
15:38 Q: How do you show that you are empathetic to someone else's situation?
16:40 The true empathy test: When you are willing to put your own financial desires aside in the best interest of the client.
21:20 Don't come off as aggressive or desperate when selling.
22:55 Q: If you build trust with a third party and pass on work to them that you cannot do, what do you get in return?
24:00 Reciprocity: When you someone gives you a lead, you should give them a finders fee.
25:00 Q: How do we employ creative confidence in design?



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