2008 How Design Conference Notes: Design Matters

Debbie Millman, host of Design Matters, interviewed Michael Bierut, partner at Pentagram. (original description)

[this was an engaging interview, so I didn't take many notes as I was busy listening]

Three things he’s learned

  1. Most clients are scared you’ll embarrass them and not listen to them: diligently listening will take care of a lot of their concerns
  2. Let them tire themselves out
    • ala Muhammad Ali’s ‘Rope-a-dope
    • show them something to let them work their energy off, then pull out the better option
  3. Understand the cast of characters in a meeting who have their own politics, agenda

Business Development: send out 15 copies of a favorite project

  • 5 to the press
  • 5 to current clients
  • 5 to people you don’t know but think might be interested