I had a conversation with a colleague today in which he told me a story of a recent run-in he had with a vendor. The vendor felt that my colleague - their client - was insignificant enough to completely dismiss and treat like they were worthless compared to their other clients with deeper pockets. It really started me thinking about client relationships and how complicated they can be.

Later on as I was perusing a back issue of HOW, I came across a very inspirational quote from none other than Milton Glaser. He says, “I discovered that all the work I had done that was meaningful and significant came out of an affectionate relationship with a client. And I’m not talking about professionalism - I’m talking about affection. I’m talking about a client and you sharing some common ground. That, in fact, your view of life is in some way congruent with the client; otherwise it is a bitter and hopeless struggle.” Well said Mr. Glaser, well said.

After reading this I again thought back to my friend and his dismissal as a client himself, and I started thinking about how we view clients, at least in the creative industry. At times we get frustrated by the many limitations they place on our creative endeavors, be they budget constraints, tight deadlines, or creative differences, but at the end of the day who are clients but people just like us. They face the same struggles that we do in trying to stay in business. Creatives (at least those that don’t run a design business or freelance) take for granted that we can go home at 5 o’clock and not worry about the events of the workday, whereas our clients live this and constantly worry about moving product or selling services.

Clients are like family. Some you enjoy very much, some you butt heads with, and still others you absolutely can’t stand. And there is always that one odd one nobody really knows anything about, but they still show up at family gatherings. But you still love them all and treat them with respect because they are your family. Clients may be difficult or frustrating at times, but for the most part they genuinely have good intentions. They only want what they feel is best for their company. And let us not forget, our clients keep us afloat - like any service, the creative industry is nothing without clients.

My point is, something that Milton Glaser was getting at, treat your clients with respect, the same respect that you’d reserve for friends and family. In regards to my discouraged friend, treat your clients equally well regardless of budget. Look out for the little guys - they usually have better work! I challenge you to go so far as to practice random acts of kindness with your clients: take them out to lunch, send them a thank you card or a bottle of wine for all the business they’ve given you, and think of them also in times of prosperity or hardship. Don’t treat client relationships as a “them vs. me” situation. When it comes to finding a solution to their problems, we’re all on the same team. We should all try harder to step down from our pedestals and make a real conscious effort to see eye to eye with clients, find that common ground, and realize that they are no different from you or me, besides the fact that they might not fully understand design I can tell you that there is nothing more satisfying than true creative collaboration with a client who feels they are your equal and as much a part of the process as you.