The Danger of Assuming What Your Client Wants, by Allison Stadd for Behance

The title of this article seems so simplistic I almost didn’t read it, but I’m so glad I did, because it’s all about the importance of the discovery process. As a longtime snowboarder, I appreciated the case study of Burton [a snowboard equipment company] refocusing as the go-to brand for women, and the follies along the way to success. The difference between brand appeal from men to women was particularly interesting.

Starting projects and engagements with discovery is how we get to the heart of these issues and the people we’re communicating with. This article provides a great look at how discovery plays a role in a successful connection with a new market. Take a look!