A client often has a fair idea of what he wants. If you show him what you want and not what he wants he’ll say that’s not what he asked for. If, however you show him what he wants first, he is then relaxed and is prepared to look at what you want to sell him.

You’ve allowed him to become magnanimous instead of putting him in a corner. Give him what he wants and he may well give you what you want. There is also possibility that he may be right.

Most clients are corporate people protecting their mortgages. They mistakenly see ideas as a risk rather than an advancement to their careers. Therefore their motivation may be quite different from their brief to you.

Find out what the client’s real objective is. All clients aspire to status. It may be their desire to become member of the New Your Yacht or the Jockey Club. To be chairman of the company, Owner of the football club.