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[Music] how do you align with your clients interests in this next clip youre gonna want to hear from design legend Paula Scher and how shes able to talk to clients and figure out what they want even when they dont know how to communicate it a lot of it starts before you begin designing because it has to do with your conversation with them but mostly if you ask somebody what theyre looking for in a couple of key ways theyre going to be able to tell you and the one thing that Ive done at pentagram is we have this book of trademarks that has I dont know about five hundred marks that weve done over the years and I if I have particularly if there are three participants who are the clients or more I give them each a book and I tell them to take it you know a sticky note and mark the ones they love in one color and the ones they hate in the next color so that way I can tell what their tastes are is somebody really a mod modernist or somebody like a lot of curlicues thats important th
