Lesson Fifty-One: Bike-riding 101

I'm trying to persuade one of my colleagues that her graphic design values are hurting her clients' businesses.

She's not buying it.

"Surely you'll agree that most creative work is reactive," I say. "A designer is hired to solve a problem they cannot solve. When the client says 'brochure,' he is really saying 'more business.' Designers don't know how to do that. They only know how to make things attractive."

"So they probe around and try to find 'the big idea' to build on. 'You'll be the people company,' they tell the client. And build around that with images of people and cooperation. But the client isn't really a people company. He knows it and the designer knows it. It is just baseless, unsubstantive puffery."

"What that client really needs is a sound positioning platform to build on.A tangible reason why his prospects should spend their money with his business, and not elsewhere."

"But good design is good business," she interrupts.

"Sure it is. But not nearly as good as a relevant, persuasive, compelling reason to buy."

"You are talking about marketing," she says. "What credentials do you have to give marketing advice."

"I have no credentials," I confess. "I dropped out of college, then university, then college again. I'm a terrible employee. I've been fired numerous times. I have the opposite of credentials."

Then I tell her about my four-year-old daughter.

Tristan learned to ride a two-wheeler last weekend. I took off her training wheels, and we went to an empty parking lot. I had her practice coasting, to learn balance, by pushing herself along with her feet on the ground.

After a few minutes of that, I held her seat and ran along beside her for a minute, let go, and she was riding a bike. First try.

She hasn't stopped since. She's getting better every day, turning, starting, stopping. I'm so proud.

But Tristan is unqualified to ride. She has no credentials, no formal training. It doesn't matter to her. She can ride a bike.

Then I say: "I go toe-to-toe with smart, successful, aggressive, leaders.

They pay me to give them sound advise, and to create advertising that will increase business. If I wasn't credible they'd spot me as a phoney, and eat me alive. I'd be out of business."

Don't mistake credentials for ability. The wealthiest man in the world is a drop out too.

I didn't end up convincing her. She has a solid business and is living the dream of many designers. I don't always expect to persuade the first time.

She'll come around.