What’s the magic number of design proofs your clients get?

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How many of your clients absolutely must make a change, no matter how minor (or just to decide that they like yours better) on EVERY project? Most of them, right? Mine too. Give ‘Em What They Want… People, including your clients, like having options. They like making decisions, giving input, and feeling like they’ve contributed to a project. So present multiple proofs and reap these benefits: Take the project in several directions simultaneously Get past the obvious (and often mediocre)