We are often asked the question; Can you do some designs or examples so I can see what my project will look like?How about this one...Just do a few designs for me and we will go from there. Or...Can I see some different examples before I make a decision or commitment to this project? The answer to these questions is no, as much as we would like to, we don't do that. If you have never worked with a graphic designer or design firm, or you are not familiar with the design process this may seem like a pretty fair and reasonable request right? What's the harm in doing this?
Elisabetta Bruno answers this question in the article below.
What is ‘working on speculation?’
By Elisabetta Bruno of ThinkCreation
What is “spec?”
“Spec” has become the short form for any work done on a speculative basis. In other words, any requested work for which a fair and reasonable fee has not been agreed upon, preferably in writing.
What’s so wrong with that?
In a nutshell, spec requires the designer to invest time and resources with no guarantee of payment.
Isn’t it wise for a client to “try before they buy?”
On the surface it may seem so. But, digging a bit deeper, one realizes that professional graphic design is about creating custom solutions, not cookie-cutter concepts.
But, with today’s computers and software, how long could it take?
This is a common point-of-view for many who confuse the professional with his or her tools. The “process” is more than simply tapping at a keyboard or clicking a mouse. It’s about understanding the nature of a communication challenge and then using one’s brain to find the appropriate solution.
At the end of the day, there is a certain irony in spec work. A prospect requesting it is ultimately saying, “My project isn’t important enough to hire a professional who will take the time to understand my situation and goals and invest the time needed to create a suitable solution.”
Why We Don’t Make Speculative Presentations
The main product of our business is ideas—creative solutions to the communications problems and
opportunities facing our many clients. And good ideas—creativity—can be tough to define, or agree
upon. One person’s passion is often another’s poison. So it’s no wonder that potential clients often
ask us to take a project on speculation. That is, to try out our creative product in much the same way they
may try out other types of products before purchasing.
Unfortunately, we must turn down such projects. This will explain why doing so actually makes us a better,
more stable and reliable supplier for you to do business with.
It lets us keep our prices low
We make money mostly by selling our time. Unlike businesses that sell products, we can’t take time back
and resell it. Thus, the less time we actually sell, the more we have to charge for it. So we attempt to hold
our prices down by keeping constantly busy.
We also have substantial fixed overhead costs—computers, peripherals, software, etc. So the higher the
percentage of our time that is productive (billable), the more we can spread these costs, and the less each
individual client gets charged for them.
In addition, the only way we can recover our overhead costs is through what we charge our clients. If we
accepted speculative projects, the overhead for these non-billable hours would have to be added to the factor
we already charge our regular, paying clients. We don’t think this would be fair.
We want to give you only our best
We are very proud of our track record of helping many different clients with many different challenges.
In doing so, we have come to understand the crucial components in producing outstanding creativity.
First, outstanding creative work requires good, complete input from our clients. It takes time and effort
that’s tough for them to justify unless they are committed to awarding an assignment. Yet without it, we
can’t show how good we really are. Or our best effort may well be misdirected; a great shot that hits the
wrong target.
Equally important, great creativity requires enthusiasm. We need to be excited enough to pour all our
energy into a project. Frankly, that’s impossible without knowing whether we will be chosen to go all the
way, or even get paid.
And, finally, developing creativity is very labor intensive. Although we wish it were otherwise, it seldom
comes in a flash of inspiration. Rather, it usually requires research and thinking time, then the working
through of many different ideas and approaches. This makes it difficult or impossible to do good work in a
compressed time frame.
Speculative projects, whether done by us or some other firm, usually require cutting every creative corner.
That’s hardly in your best interests, or ours.
We’re a small firm, in business to stay
We hope our small size is what attracted you to us. It has lots of business advantages.
Because we are small, you get to deal directly with those actually doing your work; there are no “middlemen”
to muck things up. It also means we’re more flexible, able to turn things around faster. We can offer
better, more personal service, too. And because our overhead is lower than the big guys, so are our prices.
In a business like creativity, size is seldom an advantage.
All these are reasons why we have been so successful. It may also be why you called us.
Another reason for our success is that we are good business people. We know that a small business like
ours (probably yours, too) has to watch costs carefully and can’t afford to give much away. If we weren’t
careful—if we did give away our time—it is likely we wouldn’t be here next time you called, which means
you’d have start all over again bringing someone else up to speed learning your business. We doubt you’d
want that, and we know we wouldn’t. We believe we should both be looking to build a long-term, mutuallyproductive
and cost-efficient business relationship.
Truth is, small organizations like ours can seldom afford to accept speculative projects. If you find one
that will, be skeptical. They may be desperate.
As for larger organizations and agencies, yes they can afford to do speculative projects, and often do. But
that’s the very point. If they do have the volume and staff that makes it a small risk for them, they’re probably
too big to give you the personal service and outstanding creativity you’re searching for.
We hope you’ll give us the opportunity sometime soon to prove just how good we really are. In the
meantime, look carefully at our portfolio. The work we have done for many other clients with many other
challenges speaks volumes about our abilities.
