1. Behind the abstract concept are clear but incorrect needs

I want to buy a sweater because the beast often wears a turtleneck, but I ignored that I have a big head and a thick neck. In fact, I insisted on asking the shopping guide to wrap up the gray sweater on the shelf for me. At the party the next day, I appeared on the stage wearing this new dress. No girl spoke to me. I tore the sweater, and I cursed the shopping guide in my heart for his loss of appreciation.

Who is at fault? Am I still a shopping guide? This is a case my dormitory brother told me during my junior year. The answer I write here is not to directly solve the problem from the end or the middle, but to tell you how to understand the customer's needs at the beginning of the project.

2. What are the commonly heard abstract concepts?

The following rankings are in no particular order.

1. This logo should be grand!

2. This logo should be fashionable!

3. This logo should reflect our company’s status!

4. This logo should look good!

5. Look at this logo, I think it looks pretty good, just copy it!

……

3. How to understand these vague needs?

Haha!

Why should I haha? You must not be able to answer, because you don’t know me, you don’t understand me, and you don’t understand the ins and outs of my haha. actually! Actually, I just wanted to be silly and just laugh like this!

Well, yes. When you know nothing about the customer, even if his needs are clear and his adjectives are used accurately, you will still have misunderstandings.

Customer background is very important. Generally speaking, as far as I have personal contact, the more senior the customer, the more ambiguous the content expressed. I will not explain the specific reasons. , when you get in touch with it more, you will understand it. Usually when I meet this type of client, I have to turn on my translation mode! oh! Sorry, not translating into English, but translating what the customer said!

Let’s start with a digression. Since I mentioned the translation mode before, then, at this time, I am like a Kuaiyitong or some similar digital device! If I want to translate the customer's language, I must first have a sufficient vocabulary library! Do you think so? I'm afraid this brings you into another topic, so we'll stop here. I just want you to understand the importance of daily accumulation. Inspiration, humor, and various skills are not inherent in our genes. They are the result of accumulation over time. Only when they are available can you get them at your fingertips!

Well, come back! Let’s talk about translation mode!