I'm often asked this question whenever I meet people at various business functions in the Los Angeles area.  It always starts with the question, "What sort of business are you in?"



The response (always leaving them wanting more) is, "I run a design firm."  Just enough, but not enough.  In my mind, the answer intrigues them, becuase like many of the other suits at these functions (of which I am on occassion, a suit), they are often bankers, insurers, or real estate agents.  Then here I am, a suit that not really suit-like, with an un-suit-like business.  That's when they ask me the open ended question, "So what do you design?"



The idea is not for me (the CEO) to simply blather on about my design firm,  but to get them to ask questions, to engage them and open their minds about how they need my company's services, more than my company needs their dollars.  That's where we get into value pricing.  They then can get more value out of the service, than they are putting into it dollar-wise, in their minds, because now they are actively engaged in the process of what my company is doing, and how it will do it for them.



Again, this process of give and take question and answer isn't about blathering on about my company at business functions, but it is really to engage them in what my company actually does for their company.  Think about this the next time your company tries to sell products or services.  Are you telling your customers what you do? (Talking at them)  Or are you engaging your customers in a dialogue that makes them feel like they are part of the process, thereby "buying into" your services before they even write a check?   (Dialoguing with them)



So, what do I design?  I don't.  My company provides creative services and tools for companies to better serve their customers, and builds their brand awareness in the marketplace to expose more customers, and ultimately increase sales.  That's the short answer, for adb Creative provides many more services than can be listed in a one-sentence answer.  My job?  Run the company (CEO), and be the creative force behind the company (Creative Director) in partnership with the client.  That's right.  Partnership.  Design firms, creative firms, ad agencies, whatever you call us, should never dictate design to our clients, but that's a subject for another day.



Always leave them wanting more.



- A