Revenue Journal®

Every CEO and entrepreneur has a need for both graphic and website designers. Too bad there are so few good ones out there.

Sure, there are people who say they are designers. And they do, in fact, churn out work for clients. But I'd estimate that only one out of 200 actually know how to solve design problems, have truly satisfied clients, and consistently turn out good, solid work.

What's the problem? It goes back to something a CEO once said to me, about ten years ago. "No one is teaching kids how to think." He was right. Being a good designer means you follow a well-tested process. You gather all the input you need, you prioritize it and analyze it, and then you come up with solutions that meet the requirements.

There will be tradeoffs; the design process always involves a delicate balance between all of the various goals, resources, form, and function. But the best designers do a masterful job of meeting all the requirements while creating something pleasing and functional.

Instead of learning how to make these tradeoffs, young designers are taught to imitate established designers or to follow their own creative whim. It is easier to teach someone to imitate or to do whatever he/she wants than it is to actually teach the student to think - or be of service.

The result is always something inappropriate for the client. I can't tell you how many entrepreneurs and CEOs are frustrated with the designs that come back to them, after they think they've provided the information the designer needed.