Sell the Job, Not the Sofa
Translate surface-level client requests into the deeper progress the client is hiring the design work to make.
The reframe: clients rarely buy the thing first; they buy relief, confidence, identity, or momentum. Listen for circumstance A job is always attached to a situation. A nursery, a downsizing apartment, a lobby refresh, and a founder home office each carry a different pressure. Ask what changed, what is not working, who is affected, and what happens if nothing changes. Separate function from feeling Interior design decisions usually blend practical and emotional jobs. The practical job may be seating eight people; the emotional job may be not feeling chaotic when guests arrive. You need both, because a purely functional proposal…
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