From the course: Brand Design Foundations
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Interviews
- I hate meeting with clients. I've been doing this job for three decades, and I still get nervous before a meeting. Nevertheless, I need to do it. It's tempting to communicate only by email, but that never works, never. I need to sit in a room with someone physically, or if absolutely necessary, with video conferencing, to hear what they are saying, how they say it and what their body language is saying. We're hard wired as humans for social interaction and pretty good at understanding each other face-to-face. Once I'm sitting down with a client, employees or customers, I can get to the questions. First, I make sure that he or she understands that the discussion is confidential and I'm not writing down who said what. Nobody wants to be dragged into the CEO's office because I leaked that Jane said, "The marketing department is confused." This is information gathering, not interrogation. I keep my questions open-ended and…
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