Years ago, when we pitched for client work, we were often asked: “Are you excited about this project?”

(People at law firms asked this question most.)

We felt obligated to respond with enthusiasm. In actuality, though, it felt condescending.

It was almost like they considered hiring us (to do what we were trained to do) a gift.

“FUCK YEAH, WE’RE EXCITED! Photos of old white guys in suits? Bring it on! Copy about litigation services? YAAAS! Long meetings about who’s biggest on the homepage? I’m already hard!”

Imagine asking your mechanic: “Are you excited about this oil change?”

(I bet you’d feel pretty stupid as you spoke those words.)

And this is what designers—especially young ones—need to get straight:

A client isn’t giving you a present. It’s a job.

No one will pay you fairly until you treat it as such.

Plus, you’ll do it poorly if you consider it anything other than a job—because you’ll think your desires matter.

The best part of a job is that everyone knows where they stand.

A client hires you to do something they can’t do.

You do it the way they want, because they’re paying you.

Simple as that.

(You want to make art or push boundaries? Do that on your own dime.)

Postscript: Every one of those law firms told us that they weren’t like all the other law firms. (The moment they said this, they proved the opposite.)