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by Andrew Lam-Po-Tang
Most designers have heard of the term 'value added,' either used by their
clients or by their colleagues. It sounds very positive and somehow
better than 'really good work.' What does it really mean? For that
matter, what does 'pro-active' mean when it comes to a designer's work?
'Value-added' basically means giving the customer more than they usually
get. Quite often it can also mean explaining in detail what they have
already been getting, so that they can perceive and therefore take
advantage of the benefit. Which ever way the value is 'added' is not as
important as the fact that it is perceived, understood, used and paid
for. Mind you, 'paid for' does not necessarily mean more money, it could
just be plain old-fashioned customer loyalty, which in many cases is just
as good.
So how does a designer 'add value'? Firstly through design, secondly
through customer service, thirdly through strategic vision. Design adds
value to the product or service, whereas the other two add value to the
client directly.
Design allows a client to position their product/service as: a. something
worth more than what it costs to make; and b. distinct from other
competing products/services.
Customer service allows the client be a little more confident when
commissioning and managing design work, thereby letting them spend more
of their precious time and energy on the other hundred issues they are
currently facing.
Strategic vision actually assists the client directly in their job, by
providing additional information about markets and competitors they may
otherwise not have access to. The 'additional information' may not
immediately strike the designer as valuable to the client, but that's
where business skills and acumen kick in - a designer takes analysis of
competitor image positioning for granted, whereas aclient may not have
the visual language skills to do the same. So in that particular case,
taking the time to explain how the competitors' visual languages and
designs support their market position is highly valuable.
Most designers understand the importance of design, and even the
importance of the other elements. Doing something about it is
'pro-active.' Not waiting until you're asked is being pro-active.
Bringing interesting and revelant items and topics to the client's
attention (even if they haven't asked for them) is being pro-active.
I know it is sometimes hard not to sneer when you hear business jargon,
but I guess I have always assumed that each field of activity will have
its own language (god knows designers do!) and that it is polite to at
least attempt to learn the basics. It is very Australian to be laconic
and unaffected, in both language and actions, but I think you can these
admirable qualities too far when you are trying to bridge the gap between
two worlds.
Go ahead and call a spade a spade, but only after you have proven to your
listener that you have really understood what they mean by 'a manual
earth-moving device.'
Return to Observations
AGDA Members: Discuss this article in AGDA's Business Forum.
The views expressed this article are not necessarily those of AGDA. Please note that the information in this article is the opinion of the author only. I can therefore accept no responsibility for actions taken on the basis of this information. Copyright Andrew Lam-Po-Tang (andrew@lam-po-tang com), 1998-2008. Permission is granted to freely copy this document in electronic form, or to print, for personal use. Reprinting for non-personal use will require the express permission of the author (which I will generally be very happy to give).
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