How to Design Like a Coach
Tony Robbins—Joe Lederer, Steve Jobs—Matthew Yohe
Okay, so picture this: You're in a meeting with a client, feeling like you're on top of the world. And then—boom! Reality check. Neither of you have any idea what the hell you’re trying to do.
It’s like designers playing pin the tail on the donkey with their projects! They’re in there, trying to solve problems without even knowing why they’re in the room. I've seen this stuff more times than I care to count. From the wild trenches of my own life to the frontlines of my coaching clients.
But wait, there's a plot twist. Ever thought of ‘designing like a coach’?
No, it's not a new Netflix series. It's about channeling your inner executive coach. Think Steve Jobs meets Tony Robbins. You’re not just pushing pixels; you’re digging for gold—insights, baby!
Designing without insights can go horribly wrong!
Remember that time when a certain tech company decided to ‘innovate’ by removing all the ports from their product? Or when a fashion brand thought it was a great idea to launch a line that, well, let’s just say missed the cultural sensitivity memo?
All because someone didn’t ask the right questions. Or at least the challenging and probative ones.
So, here’s how I help my clients “design like a coach”. Buckle up, because here are three—and a bonus! —tips to transform you from a mere designer to a design sensei.
What's the goal, really? When a client says, 'We need a new logo,' don't just nod and start sketching. Dig deeper. Like, archaeology deep. Why a new logo? Get the backstory. It's like unearthing the holy grail without being Indiana Jones.
The Art of Open-Ended Questions. Treat yes-or-no questions like text messages from your ex—tempting to answer but will lead to nowhere, fast. Get your clients talking. You'll find that half the time, they’re just verbalizing their thoughts and, surprise, they often have no clue what they’re saying.
How Would They Solve It? Ask your client how they’d tackle the problem. This one's a doozy for many designers because they can’t let go of their expert ego. It's like asking a toddler how to cook a gourmet meal. But here's the twist: you get to see their biases and assumptions upfront. And then you swoop in with your designer cape and educate them on why your process is the superhero they need.
Bonus: Just Shut Up. Seriously. Business and executive coaches are like those wise old monks in movies—great listeners. Zip it and let the client fill the silence. It's not just about winning the job; it's about winning their trust. And who knows, you might actually hear something worth listening to.
If you don’t want your next project to be the punchline of a design joke, slap on that coach's hat. You might just save your design from becoming the next 'what were they thinking' meme. Trust me, your clients will thank you.
