THE MINDSET OF CONSERVATIVE CLIENTS

Humans have an innate tendency to avoid losses rather than to achieve gains. We are hardwired for this. All of our design discussion with our clients is, fundamentally, one of losses and gains.

Let’s consider the conservative client, who for the purposes of this discussion requires a gable roof solution. Because of this propensity, they are motivated to prevent the loss of the gable roof. And they have greater motivation to prevent the loss of the gable solution than they are motivated to consider the gains that are possible without a gable roof.

To the client who is pushing back against your less traditional solution, they really are protecting against loss. So while we all may wring our hands and wave our arms around saying things about context, appropriateness, and the shape of our grandmother’s house. What we are really doing is engaging in a fundamental human tendency to protect against loss. Aversion to loss is what explains any conservative force. Aversion to loss is what explains the desire for minimal changes to the status quo.

Part of the job description of designers is negotiation. In this role, as we help to shape the design direction, we are mediating these losses and gains.

Why are we talking about this? Why are we talking about base human tendencies? Because following the precepts of Transparent Drawing will inevitably put you in the position to create and present more unique and holistic solutions. Your vastly increased understanding of your design will give you the opportunity to present less conservative design concepts.

And when you do that, there will be a increased dynamic resulting from your clients reactions. It will be helpful to keep, in the back of your mind, this very base and fundamental understanding of gains and losses. With this knowledge, you at least know much more about what is going on. And whether you prevail or not, you at least know that what you were really talking about were gains and losses.