The situation abroad is very similar, here in Italy many companies use the downturn as an opportunity to lay off those inefficient workers as employment laws here are very different than the USA.  So how does one get work done in this kind of situation where money and resources are cut, but the demands of creating innovative and quality work become even more crucial for the survival of businesses?  The answer is simple because the answer is always the same no matter what the situation.  Every business has to work smartly and efficiently to maximize their success.  Simple concept, but how does it translate especially for freelancers and marketing departments who are usually the first ones cut?

Well, I know that I have an advantage being in the technology and science industry…because it’s always growing. New technology will progress forward no matter what. I have found that the work exists even during bad times, but only the best survive as the standards are pushed up higher. I think quality, optimism, loyalty, respect, dedication and organization are paramount. Everyone has optimize so there is no wasted time, hence no wasted money.

As a freelancer I’ve learned a few things…

• Optimize and automate processes, doing things smarter and not just doing it, whether it’s in designing, coding, marketing my skills or looking for jobs.  I can’t waste my time ever or leisuring go about any of those tasks.
• As a home-based business I can actually offer cheaper rates than in-house personnel, so I leverage that point.
• Reframe skills and products to apply for more industries, branching out so that all my eggs are not in one basket.
• Reach worldwide, this should already be the case for freelancers but it’s even more important now to realize there are no boundaries.

For employers such as the many marketing departments I work for…

• Having a solid project plan helps freelancers work more efficiently, no need of redoing things as that often happens when a project is ill-defined.
• Reuse graphics or a certain ideas for multiple products so you can kill two birds with one stone!
• Employ multiple freelancers if necessary so you can optimize the time it takes to complete a project – choosing whoever is optimal for each task.

“I could have done that…” is probably a statement you’ve heard before in many different situations.  There are also the famous variations such as “my kid could have done that” or “a 2 year old could have done that” and sadly it often comes up in museums and fine art shows.  People see a splatter of paint on a canvas or a couple scribbled lines and completely do not understand why someone would pay a million dollars for a simple or easily reproducible piece.  It happens in craft fairs as well, where the criticism of “I could have made that” often comes up.

Fundamentally, I think people misunderstand simplicity and do not see beyond the physical result of a product or piece of art.  Debates about defining art and what is art are regularly discussed in Art 101 sections of every college campus.  I don’t want to get into a discussion about fine art specifically, but rather the principle of understanding that there is more that lies beneath the surface and people should not be so quick to judge what they do not truly understand.

A common misconception is that simplicity is often easy.  No matter what medium you work in, it usually takes a lot of skill and experience to make something go smoothly and seemingly easily.  It seems that way to an outsider who has no idea what goes on behind the scenes.  How often have you tried something new that you thought would be easy, only to realize it takes a lot more effort and skill?  In all sorts of design, something might look clean and simple, but it took a lot of work and thought to get to that point.  When elements go together perfectly and nothing detracts from the composition – it does look like simplicity.  Perhaps simple means perfect sometimes?  The important point to remember is that simplicity does not equal less work or lack of skill.  I think it often means the opposite actually.

Of course, there are those who say that really they could have done this or that.  I remind them of a wise saying I’ve heard – actions speak louder than words – because executing and succeeding on a great idea is probably more difficult than coming up with the great idea itself.  Didn’t Thomas Jefferson say that success is 1% inspiration but 99% perspiration?  An idea is just an idea, if you don’t act upon it – there is nothing to show for it.

So perhaps there are cases where you could have created that art collage or sewed that shirt or designed that layout.  I commend those who get out there and do things themselves (I’m a huge do-it-yourself person!) and have no issues with those who choose that path.  Go right ahead, I say!  However, to those that criticize, bad mouth and talk for the benefit of their own ego, I think they need to stop patting themselves on the back for nothing.  Certainly everyone has the right to express their opinions, so they can talk all they want about how they could have done that, but in the end we all know that they didn’t do anything at all.

Reference reading:
Germaine.be – I Could Have Done That
Queens Journal – My Child Could Have Done This…

Those of us in the design business provide professional services to various types of clients and when it comes to service we have to remember that it includes specifically customer service as well.  I’ve certainly met designers who seem to be  a bit full of themselves – the artiste in all of us – who do not seem to treat their clients like valued customers.  Almost in any industry we see this phenomenon where the service provider acts as if the client is lucky to have procured such genius talent.  I suppose it all depends on the status and expectations of both parties involved.

I am one who still believes in good old-fashioned customer service to all, no matter the status or position of the client.  You can be a mom and pop shop or a giant conglomerate, but I would expect a professional to always be a professional.  It is the same principle the other way around as well.  I happen to be a solo freelancer amongst the many giant advertising agencies that exist, but I am a design professional nevertheless who expects to be treated with respect, just as the client does.

Amongst designers there is often talk of how a client seems to pick the one design out of three that is the least aesthetically pleasing, effective or preferred by the designer.  Out of such discussions I always wonder why a designer would even present something less desired to the client.  Certainly there might be preferences in style, but every option presented should be a viable option.  Perhaps designers need to remember that they should spend more time on all their designs, not just the first one that they hope the client will choose.  I think designers miss the point of offering multiple options in design, if they are going to purposely slant their work towards a particular composition.

Some designers chuckle at their clients’ decisions, assuming them to be void of artistic appreciation or the like.  I feel it is the fault of the designers for not educating their clients about what they are presenting and why.  Your clients are not stupid or silly, you are just not doing your job and feeling content to pat yourself on the back for no reason instead.  Stop being so arrogant is what I say…

It is also important to note that a client needs to understand what services they are paying for.  Certainly the budget of a giant conglomerate might command a different product altogether, so a client need not compare directly to another project assuming that it is a comparison of quality.  We all know that you get what you pay for.

I do believe in the old adage of the customer is always right – if understood in the correct way.  Designers often face the situation of a client adamantly wanting something that seems contrary or detrimental to their goals for the project.  Often, I have found that the cause is usually bad communication.  As a designer, I often remind myself that the client has the full business knowledge of their field and has certain goals in mind.  My job is to provide solutions from my understanding of their goals given my skills and professional expertise.

When there is disagreement, it often helps to understand the reasons behind the conclusions founded.  Perhaps the designer needs to present more clearly the pros and cons of what is affected by a particular choice.  Or maybe the client needs to provide some insight on their business goals, thus helping in resolving a debate.  Communication is definitely key in truly understanding the issue at hand.  Ultimately the client has paid for a particular service and will expect it to be done the way they want.  Note that the professional always has the choice to pull out if they truly are at odds with the situation.  Maybe a request is considered unethical to the professional and they don’t want to be involved…

I believe the customer is always right when it comes to what they want – what path to take to come up with the solution is certainly up for discussion.  Put yourself into your consumer shoes for a minute and remember that every person has quirks and preferences, for whatever reason.  As long as the consequences are understood, it is their choice to walk that particular path.  It does not mean that it is the best choice for every situation, but it can be considering the constraints and particular needs of the situation  In the end, the customer is always right…

Reference reading:
The Customer Is Always Right, Well Sort of…
Ideasonideas.com – The customer is always right…
Top Five Reasons “The Customer is Always Right” is Wrong

I Don’t Need A Website
For those of you who do not think an online presence is necessary, please wake up and smell the technology.  Certainly in 2009, if not many years ago already, consumers expect businesses to have an online presence at the least.  I think it is as essential as having a telephone number and a business address where people can reach you, only the digital version.  Many businesses who are doing well do not realize the potential for growth if they were to expand online and reach a completely different audience.  I have witnessed brick and mortar shops gaining new customers as their website generated new leads for them.  Once people became customers, they were reoccurring visitors to the brick and mortar shop, but the website continued to recruit new leads.  Realize that the investment of building and maintaining a website leads not only to web presence but also provides advertising with 24/7 global reach and even education, support, community and feedback for research if you should choose.

Getting Started Online
Once you realize that a website is essential to your business, stop and think about the specific goals you want to achieve through your website.  Beginners often jump into throwing up something or another ASAP to get into the online game.  Remember that whatever you put out into the world is a reflection of your business.  You would invest a good amount of time for such things as accounting I’m sure, why not your website as well?  This is when the pivotal word comes in, you need a good website, not just any website.  What does a good website mean?  Well, it depends on what you are specifically trying to achieve.  What are your business goals and expectations in order to consider the website a success?  Quite often projects go by where owners have no measure of success – besides just getting it done.  I think we can do better than just getting it done.

A good website will not only give you a place on the Internet, but more specifically your very own unique digital presence online.  How do you want your business to be perceived?  It can either build or ruin credibility for your image, so you must ensure quality of design.  The site should not be purple because it is your favorite color, rather think about what you want customers to see as their first impression of your business.  Ensure usability on your website, so users can easily find what they want and need as well as accessibility for mobile phones, screen readers and other forms of access you want to support.  Finally, ensure that the ultimate goals for your website are reached and you can mark your project as a success.  Do you want to generate x amount of leads per month?  Do you want to reduce the amount of support phone calls by providing information online?  Do you want to announce events online so it is easily available to your audience 24/7?

The Usual Suspects
Seasoned business professionals will agree that building a website for your business takes time and thought.  Also realize that although you hire a professional to design and develop the site – the business is yours and you are the expert on that front.  It’s a collaborative process, not a one-way street.  The client presents the project, the professional and the client work  together to go over research and pertinent analysis in order to discuss possible solutions.  Only when a suitable solution is agreed upon can the professional actually execute.  Coming from a project management background, I can tell you that every project, no matter what industry, goes through a series of similar steps.  It’s the particulars, specific questions and methods that might change per field – but ideologically a project is a project is a project…  There is a “problem” and multiple solutions exist, each with varying attributes, pros and cons.  The best solution for the client must be decided upon, so the professional can execute.  I note that there might be multiple solutions, because that is always the case.  We weigh the varying factors and decide collectively what is best for the current situation.  There are a million ways to skin a cat, right?

Those Who Want It All
In my corporate experience I have often encountered clients that knew absolutely everything.  Or at least they certainly thought so.  Not only do they usually want it all, they want it fast, good and cheap.  I can tell you that the constraints of any endeavor are scope, time and cost.  The infamous triangle of constraints – tweaking one side means you invariably affect the other sides of the triangle.  Depending on how you allocate your efforts a certain type of quality results in the product you create or the service you provide.  Suffice to say you can’t have it all.  For example, if you want something done by tomorrow which normally takes a week, since you are tweaking time, the cost might go up and the scope might go down.  I should also note sometimes requests are humanly impossible.  Something has got to give, so don’t forget the triangle of constraints!

A Good Website For Your Business and Your Needs
Your specific business goals could range from creating an online presence only or perhaps also to sell products through e-commerce, advertise new services, promote an endeavor, educate and inform the masses or provide support, community or feedback to customers.  Certainly every business needs a website, but remember more importantly that what you really want is a good website.  It will not only meet your needs as a business owner but also your potential customers’ needs who are probably searching around for your website right now…

Reference reading:
Entreprenaur.com article “Why You Need A Website”