These days, designers have the challenge of not only unpacking who their client is and how they really live, but also in sussing out a person's authentic style and preferences—not simply what they think they're supposed to like based on what they see in their Instagram feed. Getting beyond the story leads to deeper connection and better results. In this episode we learn: - it takes effort to uncover who your client really is, underneath the veneer of who she is presenting herself to be - observing a client at home, in her natural habitat, tells you far more than listening alone - people are wired to give the answer they think you want to hear - emotions are powerful, find out how your client feels It’s time to take control of your business. Become a member of Business of Design®, today: https://businessofdesign.com/?ref=2&campaign=podcast