Working together with Lauren Deane Evans of Good Looking Ideas, we put together a smart site for a vein clinic. Lauren finds just the right stock photography that fits best with what the client needs. Or better yet, what the client of the client needs. Or even better still, what the client of the client might think they need. Trying to seek out that need before they even know it (in Steve Jobs’ fashion) is one of the tricks of the trade of marketing (as well as advertising, product development, etc.). What does the client need now, but also, what might they think they need in the future–and how can we suggest that now in a way that won’t lose them from the present, but will also intrigue them for the future?
