Opinions. We’ve all got ‘em.

These four words will sink a designer’s heart in a competitive pitch brief. Why? Not just because of the risk and effort involved but the lack of opportunity it presents to fully understand the problem and find the right solution for the business.

I wrote my first piece of Lingo on a Macintosh LC II in the computer suite of Duncan of Jordanstone College in 1998. We were the first year to incorporate interactive design into the graphic design syllabus.

A throwaway comment at the start of a negotiation shows the fear of buying services outside of your comfort zone. This person had oodles of experience in the banking sector, but admitted creative work was a blind spot.