The same can be said for design teams. If all you give your client is exactly what they’ve asked for then they don’t need you. They could hire a hundred different companies that would give them the same end product.
I often tell my design teams that if they give me only what I ask for then I feel as though I’ve failed. I haven’t asked the right questions of my teams to make the project better and therefore I haven’t learned anything. I know that I’m not the smartest person out there, so if the design team doesn’t challenge my thinking, then I’ll never get better.
As a client, I want to hire the best and most talented companies that I can find and leverage their experience on similar projects to create a unique project that is better than what I contemplated. I want them to show me what they’ve done on other similar projects, offer creative solutions how to solve some of the complex problems of my project, and give me the confidence that the project will be a success.
What I’m buying is exactly this: Creative experience and Confidence to bring the project to Completion.
And if we can have fun and win some awards along the way; well that’s just the icing on the cake.