Review: Design is a Job- Mike Monteiro

June 16, 2017 | Autor: M. Wertheim Aymés | Categoria: Design, Web Design, Advertising, Industrial Design, Graphic Design, Product Design
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Figure 1: Front Cover

Design is a Job, Front Cover, 2015. Image from: (Goodreads, 2015a)

Book Review: Design is a Job by Mike Monteiro ISBN: 978-1937557041 Reviewed by Mikhail Wertheim Aymes Student Number: 212049895 Date: 8 May 2015 Mikhail Wertheim Aymes l Book Review

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The Author Mike Monteiro is the director and co-founder of Mule design, an interactive design firm he built from the ground up with his partner Erika Hall (Typotalks, 2015). Monteiro is a trawler on social media platforms that has earned a reputation as an advocate for the designer process, he prefers simple sites, elegant lines and to-the-point language Figure 2: Mike Monteiro

that fulfils a real need (Goodreads, 2015b). His working philosophy helps Mule create good work that is “delightfully hostile” according to the New Yorker (A Book Apart, 2015). Monteiro regularly gives talks about the responsibilities of designers in client relationships at conferences and his cohosted weekly show, Let’s Make Mistakes (Typotalks, 2015). As an author, Design is a Job is Mike’s first book, however his conversational writing style makes the book particularly easy to read and quick to digest.

Mike Monteiro, Typotalk, 2015. Image From: (Typotalk, 2015)

Design is a Job Mike Monteiro as a writer is confident, to the point, occasionally sarcastic, and generally funny. On numerous occasions throughout

this book there is a good chance the reader will find themselves laughing out loud as he draws on his own experiences in the design industry to explain the lessons he has learnt. Although Monteiro writes from a web designers perspective, his use of metaphors and analogies makes his lessons easily applicable to anyone familiar with the design process. The industry is littered with many self help, or guide to books, but Design is a Job takes a slightly abnormal approach. His book offers years and years of working experience in less than a hundred and fifty pages, his advice is timeless and is applicable to anyone working as or dealing with designers. Design is a Job has ten chapters that include choosing the right clients, charging for your work through to contracts and presenting your design and getting your money. The author begins with an opening statement which immediately set the tone of the book, he explains how he loves design, the arguing, negotiating and all the ups and downs that go with the design process. Monteiro directs his attention to the reader and bluntly states that he is tired of you not getting paid, tired of you working late nights and weekends, and tired of you hoping your work is going to sell itself, this book is for you writes Monteiro. Monteiro briefly describes a number of reasons why the reader should be confident in his advice, he explains that throughout his career he has made every possible mistake. Worked for free, sat back waiting for the phone to ring, been shafted, lost proposals for stupid reasons and worked Mikhail Wertheim Aymes l Book Review

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without contracts. Monteiro highlights that being a designer, you're guaranteed to make mistakes, because becoming good at what you do does not come from not making them; it comes from recovering from those mistakes, and sharing it with others. In chapter one the author takes it upon himself to describe who and what a designer does, firstly he addresses the “creativity” issue in order to set the record straight, he explains that many people believe that being a creative is having a mythical spurt of magical power that needs to be summoned in order for the creative to produce good work, Monteiro regards this perpetuated ideology as completely undermining the methodical design process that can be repeated time and time again to produce good work. The design process requires honest feedback and regular criticism. Sticking to the clients constraints, and understanding the clients goals is also paramount to producing desirable work, Monteiro is critical about this. The designer is responsible for gathering backend research about their client, so they know who they are going into business with, this also helps when figuring out the solution to fulfil the said goals. He further iterates that the designer needs to use his resources at hand to create something, and convincingly sell it to the client. In his next chapter he lays out a number of suggestions to attract new clients writing that one should always be pleasant, not nice, be polite and straightforward, because clients hire designers to solve problems, not to be friends. Using a short metaphor, Monteiro suggests that through referrals one should be able to source 90% of work, as there is an existing perception of trust. He also suggests that when bidding for work, try and bypass the proposal process by leveraging contacts. Conferences are a great way to meet potential clients and contacts, especially considering the as a designer one needs to have a workable network. There are good clients and there are bad clients, good clients are open to the designer’s process, bad clients are committed to their perceived solution to their problem, in which case Monteiro advises to drop them as soon as possible as designers provide a methodical process of solving problems, and not just production, thats not design he claims. People generally don't know how to be good clients, it is the responsibility of the designer to guide them through the process. Never work for free, and only provide a discount if its really necessary, but make sure to show the full cost of the job on the invoice, so the client knows how much the jobs’ worth. Charging for work must not be difficult, charge as much as possible and deliver on it. Clients buy work, not time, charge based on what the work is worth to the client and always work quickly to mention ball park figures as soon as possible so to avoid a shock when the proposal is delivered. The author tightens up his tone and urges designers to present their proposals with confidence using metrics based on research. Never lower the price without taking work away and explaining the lost benefit, the secret to getting paid the desired amount is doing research to know what to ask, having the confidence to ask it and the willingness to walk away confidently if it doesn't work out. Mikhail Wertheim Aymes l Book Review

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Moving onto contracts, the author recommends that freelancers should have a lawyer write up a master contract for all their freelance work. Monteiro, suggests some principles to include in a contract such as; handing over intellectual property upon full payment and termination fee’s. Unhappy clients must give the designers a chance to address work, and guarantees of meeting the design goal should never be included. Monteiro yet again refers back to the designers process highlighting the importance of the plan that the designer uses to deliver on the clients goal. He urges designers always to meet clients in person, and only phone call when really necessary as voice and body language are important. The remaining chapters in this book resonate louder than the previous as the author edges his way into the business end, he shifts his tone and in an encouraging manor informs the reader directly that when presenting the solution, do not ask for feedback subjectively, but rather ask specific objective questions about whether the design goals are being met. Dont let the client design, manage their feedback in order to better understand the clients problem. Monteiro ends his book with final advice on getting paid, He recommends that payments should be broken up into portions and then linked to milestones or events that can be controlled. Dont use metrics as milestones, and be very descriptive of when exactly the payment is due as to avoid confusion and payments being withheld. Monteiro’s book as a whole is a very useful guide to anyone familiar with design and the design process. His claims act as validation for many other designers out there, and is a particularly useful source of information when working as a designer. In this book Monteiro has highlighted and explained who designers are, what they do, and how they work, while being particularly adamant that creativity is not a mythical creature, but rather a formalised process that requires constant input and criticism from clients. Producing good work relies the designers ability to stick the his process while at the same time honesty and a fair working relationship with the client are necessary for a good outcome. The impression of the book is a useful practical guide that has the capability of giving designers a spine to make a descent living, the authors’ conversational style, and straight forward approach makes the reader feel like he is in the hot seat. Monteiro’s years of experience in the design game is blatantly evident, and although this is his first book, it is funny, insightful and most importantly, useful! [1552]

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List of References A Book Apart. 2015. Library. Design is a Job. [Online]. Available: http://abookapart.com/collections/ complete-library. [08.05.2015]. Good Reads. 2015a. Design is a Job. [Image]. Available: http://www.goodreads.com/book/show/ 13574985-design-is-a-job. [9.05.2015]. Good Reads. 2015b. Design is a Job. Author Profile. [Online]. Available: http:// www.goodreads.com/author/show/5804969.Mike_Monteiro. [9.05.2015]. Monteiro, M. 2012. Design is a Job. United States of America: A Book Apart Typotalk. 2015a. Typo Speaker. Mike Monteiro. [Online]. Available: http://typotalks.com/speakers/ mike-monteiro-2/. [9.05.2015]. Typotalk. 2015b. Typo News. Mike Monteiro. [Image]. Available: http://typotalks.com/news/ 2012/05/02/mike-monteiro-what-clients-dont-know-and-why-its-your-fault/. [9.05.2015].

Mikhail Wertheim Aymes l Book Review

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