Don’t Give Your Customers What They Want
I was a little underwhelmed to say the least, but I bit my tongue when I heard these words from Chris, my designer friend.
“The client wanted a tri-fold brochure. Something they can mail out to 500 people at a time. So I gave them what they asked for.”
Nothing personal against Chris (or tri-folds), but the thing is, he didn’t push the creative envelope at all.
- Categories:
- Business Management - Marketing/Sales
Sabine Lenz is the founder of PaperSpecs.com, the first online paper database and community specifically designed for paper specifiers.
Growing up in Germany, Sabine started her design career in Frankfurt, before moving to Australia and then the United States. She has worked on design projects ranging from corporate identities to major road shows and product launches. From start-ups to Fortune 500 companies, her list of clients included Oracle, Sun Microsystems, Deutsche Bank, IBM and KPMG.
Seeing designers struggle worldwide to stay current with new papers and paper trends inspired Sabine to create PaperSpecs, an independent and comprehensive Web-based paper database and weekly e-newsletter. She is also a speaker on paper issues and the paper industry. Some refer to her lovingly as the "paper queen" who combines her passion for this wonderful substrate called paper with a hands-on approach to sharing her knowledge.
