Vision is not a group activity, and the group inevitably interferes with the possibility of greatness.

Be optimistic.

Nothing great happens when decisions are driven by fear (fear of failure, fear of losing one’s job, fear of looking foolish, fear of getting it wrong . . .). Just keep in mind, even people who do take risks harbor those fears.

consider yourself lucky if you can get two out of three. Getting them all is a near impossibility because: If it’s GOOD AND FAST, more people need to be involved—so it won’t be cheap. If it’s GOOD AND CHEAP, it will take longer—so it won’t be fast. If it’s FAST AND CHEAP, it’s probably not going to be good.

Design is always subjective. Knowing the difference between your taste and your audience’s taste, as it relates to the solution, will be important information for you and for us.

Another client was equally effective at communicating her taste with a short list: “Everything Apple does, the branding for President Obama’s campaigns, and the New York City subway signage.”

If you’re not sure what to say to a creative firm, start by asking them, “How can you help us?” Their answer should help you understand what they can do for you. And pay attention to the questions they ask you. That will help you understand their process, what they need to know. This is a collaboration and, as with dating, you should both enjoy and

A contract is also a signifier, telling all sides that this is a serious endeavor between two mutually respected parties. For creative types, few things foster as much confidence at the start of a project and few things do the opposite as quickly as a client’s reticence to sign a contract.

A young colleague was asked to submit a proposal for a job he really wanted. No budget was given, leaving him agitated about having to make a wild guess. He decided to submit a very low bid—he landed on $5,000—hoping that after they saw how awesomely talented he was, he could raise his fees on the next project. The next day he got the job, but in