Seth Godin has a post entitled “How to live happily with a great designer” that does a great job explaining why so many companies settle for safe, average ads/print/brochures. One great line:

If you want average (mediocre) work, ask for it. Be really clear up front that you want something beyond reproach, that’s in the middle of the road, that will cause no controversy and will echo your competition. It’ll save everyone a lot of time.

But, he says, if you want great stuff, you’ll have to accept the fact that it will offend someone or it will make them nervous:

The Vietnam Vets memorial offended a lot of people. The design of Google made plenty of people nervous. Great work from a design time means new work, refreshing and remarkable and bit scary.

Read the whole post here.

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