Naming something is powerful. Naming something allows you to represent a complex idea in a phrase. It allows you to reference that to other people. And—I think most would agree—it allows you yourself to think about that concept with more clarity. We can’t think without language.
And that’s what excites me about this article. It’s not about web design, but it is about client work. Particularly, it’s about getting started with a new project and identifying what the project’s goals really are. They aren’t always what the client says, and sometimes the client doesn’t even know!
Odds are, your clients hired you to solve one problem or another…[P]erhaps you ought to start your process a step back and find the right problem. It might be best to find the issues your clients’ client dealing with.