Meet Maggie.

Maggie is the creative director for a small agency. She has a new client, and doesnt understand their business.

She reads their website, annual reports, and printed brochures, and still can't pinpoint what they do. She's not the only one. It turns out that no one on her team can figure out what the client's business does either. Maggie knows she has to clear this up before overseeing work for the client.

Even if Maggie is the most talented creative director in the world, her work won't matter much until she faces the reality that she doesn't understand her client's business. She needs to get a clearer mental model out of her client's head and into her team's hands.

In an attempt to face reality, Maggie asks her client to describe the business in the simplest way possible. "Like you would at a grade school career day," she says.

With that as a basic model, she can ask better questions and compare her client's mental model with her own. She uses a mind map to capture thoughts as they talk. After talking with her client, Maggie has a clearer understanding of their business and much more confidence that her team can support their needs.



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