Getting people to react
Ook in de design-wereld draait alles blijkbaar rond “getting people to do things”, en of d?t niet de basis moet vormen van een remuneratiemodel …
“I wonder if we need to temporarily put aside our talk of brand, strategy and execution, and consider our power to influence emotion. This is what we?re doing when we get people to stop and admire a wine label, laugh at a magazine ad, slow down to observe a billboard or put a promotional poster up on the office wall. So, why don?t we put more effort into selling these reactions, instead of the objects themselves?
(…) What if we listed ?making your audience love you? as a deliverable? It could be difficult to generate pricing for, but it might get us closer to the true value of what we?re selling.
(…) Should our creative briefs be drafted solely around the desired end reaction? We could delete the delivery device and focus solely on creating meaningful interaction with the audience. This might make the notion of hourly billings anachronistic. Our clients demand results, not labour. Why aren?t we pricing our value as such?”
