the contract should include project scope (all services and deliverables included), fees, project and payment schedules, number of revisions, expenses, and final product ownership and usage rights. It should also include a “kill fee” in case the collaboration isn’t working out and you want out (see No. 59, “If It’s Just Not Working”). Hope for the

Be optimistic.

Be nice.

Start by creating a list of adjectives representing the emotions and responses you hope to elicit from our work. Those

That said, I believe work required beyond the scope of the contract (see No. 23, “Expect the Unexpected”) should generally be billed by the hour (at a rate stipulated in the contract).

Because decisions around design, copy, video, and the like are subjective, people with little expertise tend to feel more confident sharing an opinion.

One client of ours captured her favorite things with her phone’s camera, showing them to us early in the process. She took assorted pictures of anything that caught her eye:

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

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