I have been showing this picture around the office today. There were lots of nods and a few laughs ...

but mostly there was a sense of resignation, or identification. (See the original here.)

"Ahh ... that's like working in my old job," said one. "Did that come from the IT team?" asked another....We all nodded and commiserated.

So I waited a few minutes for people to go back to their work ... settle in to their rhythm. Let their minds begin to tick over what I had shown ... And then I went back and asked a different question.

What's missing?

You see, I had a secret. I had noticed something.

There was no answer. "What's missing?" I asked again.

I had been reading this article by David Armano during the morning and it struck a chord. David encourages us all to get out into the world and mingle ... walk and talk with the people we design and create for. He asks us to get out of our comfort zones. (Read it, because there is a whole lot more.)

There were still blank faces.

PEOPLE, people.

What was missing from the picture was the customers. Here was a picture of a park, but there was no one there ... no kids, parents or even dogs.

What the consultant saw
Originally uploaded by Scott Adams.

The picture shows a great example of the way people are removed from the creative process. The process may be INCLUSIVE -- hey, this one has clients, consultants, analysts ... a cast of thousands -- but it is a process that is followed as the EXPENSE of spirit. It is a process that is targeted towards giving the paying client what they asked for.

Of course, it is easy to think that your CLIENT is always right ... they are the ones paying the bills after all. But what happens when you create your work ... a consultant's report, a website, an ad campaign (whatever it is) and no-one buys, watches or engages with it? What if you imagine, design, manufacture and install the BEST swing in the world but it is in a park that no one visits?

It will look like this picture.

And every time you see it you will be reminded of it. You will be reminded of what is missing.
Stand up for your client's customers. Put people back into the picture. Sure there might be some resistance from your client -- but if you get it right, you will be a hero. (Plus you will be able to sleep at night.)

Go on ... you know it's the right thing to do.