The tough sell of honesty

Good post from Jeffrey Veen on his design process.

Rather than figure out how to design for your audience, design for yourself after becoming like your audience. At that point, I find, snap decisions become good decisions.

The problem, of course, is doing this commercially – doing it on cue. How do you write a proposal that suggests that I’m going to “do a tremendous amount of homework, then just wait for the answer. Oh, and it’s going to be really, really painful as we wait. Really painful. Sorry.”

I know exactly what he means.