Client Chaos: Design by Committee Fails

Maybe you’ve seen this already. Imagine if Microsoft had designed the iPod and was attempting to market it. It’s a hilarious example of how design by committee fails.

Sure this video is a bit exaggerated, but doesn’t it remind you of some project you’ve worked on? Some client who was afraid to push back on all the irrational requests of upper management?

Think about how many participants are involved in a typical project:

• Project Sponsor
• Project Manager
• Stakeholders
• Subject Matter Experts
• Research
• Strategist
• Information Architect
• Creative
• Copywriter
• Developers

They all have an opinion. They all want to be heard. They all think they are right.

As the Project Manager, what do you do?

Be a leader. Listen to the request of stakeholders, but don’t be afraid to push back. It doesn’t have to be defensive or in a way to embarrass someone. But if you can clearly articulate and backup with facts why a request is not good, you succeed.

Manage scope creep. If it is not part of the original assignment, it should not be accommodated without a reassessment of the whole project, objectives, budget, timing, etc.

It is always a bad idea to piggy-back multiple marketing messages and brands onto the core product. Sure it is tempting, but quick reads are what a consumer is looking for. Globs of text will just be a blur to the consumer. Remind the overzealous stakeholder that additional messaging might be appropriate via another medium. Better yet, develop custom vehicles for different messages and manage each one independently. It’s more work, but it gives each a chance to stand up under their own merit.

Remember, if a project fails, you know the blame storming will begin and the Project Manager’s name will be high on the list.

What do you think? Please submit your thoughts.
-Roland

Roland Reinhart is an interactive marketing professional who has watched great ideas get mucked up. His observations can be found at Chaos365.com and AdMadMan.com.

©2006 Roland Reinhart. All Rights Reserved.