We try so hard to please our client(s) that we fail to do what would be truly pleasing. That includes also giving our client critical feedback.

The challenge is to be of service without becoming servile. We shouldn’t elevate any customer to the role of superior being, but treat each with human respect.

The key to becoming a stellar service provider lies in making only responsible commitments. This requires not simply being knowledgeable about what must be done but “no-legible” about how preferences resolve into satisfying results. We must know how and when to say, “No,” because no one can know what will finally emerge as best. Client and designer will have to discover what constitutes best, and this always means stumbling through some uncomfortable territory together.

It’s crazy how much more satisfying to it is when you are able to present an even better solution to the problem they were really hoping for when they were offering suggestions or ideas.

Of course you’ve heard this Henry Ford quote a hundred times:
“If I had asked my customers what they wanted, they would have said a faster horse.”

Or Tom Kelley’s (IDEO’s general manager) translation of that:
“Customers don’t envision the future, they inform the present.”