What I take away from this is that when you sell yourself as a designer, you're selling your process, not your product. Even if you have a dozen great websites in your portfolio, those could all be flukes. How do you guarantee to a potential client that their site will be as good as the others? It's all about your process, and you need to stick to it. He gives examples of how they'll try to interfere, but staying true to your process is key to delivering what you promised.
That said, I don't think I agree completely with his refusal to sketch before researching. Showing what you're capable of with limited resources is a common tool to gauge someone's skill, like a game jam or a writing prompt. While that client was impressed with their answer, I imagine most would like to have a little test to vet potential designers and see how they handle the task (at least if said designers aren't Big Names already).
That said, I don't think I agree completely with his refusal to sketch before researching. Showing what you're capable of with limited resources is a common tool to gauge someone's skill, like a game jam or a writing prompt. While that client was impressed with their answer, I imagine most would like to have a little test to vet potential designers and see how they handle the task (at least if said designers aren't Big Names already).
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