III | We Will Diagnose Before We Prescribe.

"Well it is common practice in the creative profession to prescribe solutions without fully and accurately diagnosing the problem. In almost every other profession such a sequence would render the professional liable for malpractice. Too often we are guilty of this flawed process and our clients are guilty of trying to impose such a process through the pitch."

We must:

1. Diagnose the problem
2. Prescribe the therapy
3. Apply the therapy
4. Reapply the therapy as necessary.

What does this mean:

A doctor will never start operating based on a self-diagnosis from a patient. Treat your clients the same.