If you're looking to expand your business footprint or impact, look beyond private sector clients. In every community, public sector projects need imagination and creative strategic thinking to bring them to fruition.
Clients don’t buy products; they buy outcomes. So Mall, the founder of SuperFriendly, recommends controlling as much of the outcome as you can. "If your client writes a bad brief, then write a better one," says Mall. "That’s one of the first things I do in a project. Then I get them to ratify that. If we are agreed at that point, then we can keep moving forward."