“Give It Five Minutes” – The Idea Dismissed by Jason Fried

I really could not agree more with this excellent article by Jason Fried from 37 Signals: Give it 5 minutes. Often times when showing the first logo idea to a client, even when presented in context with appropriate reasoning and explanations, I can almost hear the client forming that soul destroying instant dismissal.

“Dismissing an idea is so easy because it doesn’t involve any work. You can scoff at it. You can ignore it. You can puff some smoke at it. That’s easy. The hard thing to do is protect it, think about it, let it marinate, explore it, riff on it, and try it. The right idea could start out life as the wrong idea.”
“So next time you hear something, or someone, talk about an idea, pitch an idea, or suggest an idea, give it five minutes. Think about it a little bit before pushing back, before saying it’s too hard or it’s too much work. Those things may be true, but there may be another truth in there too: It may be worth it.” Jason Fried

Logo design is not like buying: a house,  a new car,  new gadgets all for which we tend to get a great sense of satisfaction from, even if short lived and typically followed by guilt and buyer remorse. No, a  logo design can often times seem like a lot of money for not much excitement or kaboom per £/$.

I swear that some clients do expect to feel that almighty kick of adrenaline when preparing for viewing my first logo idea. I should add that I also get, on occasion, such a enthusiastic first response that I would swear they are about to have some form of heart-attack. This is completely genuine, and you can feel the excitement unfold as the burden of expectation is replaced with surprise and complete relief. This is sure nice when it does happen.

This then leads to an acute sense of disappointment which I can sense/smell/feel even when they are on opposite sides of the world as it’s so hard to mask disappointment even if it’s a noble attempt to be either constructive or non-committal.

I have also seen than time can heal the initial disappointment as long as they are willing to allow the ‘idea’ to settle rather than hit-out on that first impression. Clients have actually come round a full 360 from an initial, “this is not what we after…“, to a, “on reflection we do feel this is exactly what we need.” Both comments based on the same idea but inter-spaced with time, reflection and thought as well as much patience, determination from myself.

In order to swing the client round you must absolutely be totally behind your own idea otherwise it’s like flogging a dead horse.

Next time you have that inspired logo idea which your gut is telling you, “this is it mate” try not to be too down cast if the client responds with an almost immediate negatory. On hearing the instant negativity I now rarely say anything, but give them time to reflect then readdress it a few days later. The results can really be quite dramatic.

Found on 37Signals


Written by: Graham Smith: The Logo Smith
1st Posted: 2012/03/02 & Post Updated: 2014/05/09
Filed In Categories: Opinion, Tips & Advice

Subscribe to Blog Updates by: RSS, Email, Feedly

Hire a Freelance Logo Designer in the UK

Logo & Brand Identity Design by Freelance Logo Designer The Logo Smith.

If you like the Logo & Brand Identity Design work I have done in my Portfolio, and The Gallery and Monomarks, and are looking to hire yourself a Highly Talented, and Super Experienced (27 Years), Freelance Logo & Brand Identity Designer, then look no further. Visit Hire Me, and fill in the Design Brief, or just Contact me.

The Logo Smith has Full Business Idemnity Insurance (FCA Regulated).