Because, because, because.

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At various client presentations over the last 3-4 years I’ve expressed the following: ‘the fact that design doesn’t always present itself as a tangible return on investment is both the most difficult and the best part of being a designer’. Now though I’ve come to realise that this isn’t quite accurate as it is, in fact, more precise to say – it is the best part because it is the most difficult part.

Key decision-makers have become more and more obsessed with investing only in those parts of their business that give obvious and tangible returns. This is of course somewhat inevitable as those responsible for attributing marketing budgets become more and more accountable for every penny that they spend.

The critical point here therefore is surely that: As the challenge of demonstrating value gets greater our jobs become ever more satisfying.

One of the themes repeating itself most in recent conversations with clients is process. From my point of view process is where a lot of communication professionals like to hide – using process as a way of disguising a lack of strategy and even to justify their fees. What I try and communicate to Origami clients is that we invest their marketing budgets where value dictates rather than where process makes our lives easier. For example: if a clients says they want brochure or a full page advertisement we might say ‘why – wouldn’t that money be better spent creating a guerilla marketing campaign?’.

From this point we often start the most interesting and ‘earth-turning’ conversations – and we try our hardest to conclude them with ‘because, because, because’.

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