The Client Isn’t Always Right
The client isn’t always right.
Legendary graphic designer Paul Rand knew this better than anyone.
Rand was a creative genius with balls of brass. He was one of the only individuals to ever tell Steve Jobs “no”.
When Jobs was ousted from Apple, he rolled up his sleeves and got to work on another venture called NeXT.
One of the first things Jobs did was hire Paul Rand to craft him a logo.
One solution
Rand wasn’t cheap. Before he got to work, he told Jobs the price: $100,000.
Jobs asked Rand if he could design him a number of different options to choose from.
To which Rand replied with one of the greatest mic-drop moments in business history:
“I will solve your problem, and you will pay me. You can use what I produce, or not, but I will not do options, and either way you will pay me.”
Jobs shut up, wrote him a check and waited patiently.
When Rand later unveiled the logo, Jobs was speechless. He was enamored with it.
Steve Jobs discussing Rand and the NeXT identity. Interview recorded in 1993; archive copy via Explain Engine.
Watch on YouTube
The yellow e
In the supplied account, Jobs had one qualm. He didn’t like the shade of yellow Rand chose for the “e”. He asked him to make it brighter.
Rand pounded his fist against the table and said, “I’ve been doing this for fifty years, and I know what I’m doing.”
Once again, Jobs shut up.
Good agencies give clients what they want. Great agencies give clients what they need.
