This is a fantastic article I found on GoMediaZine’s website:

“In an ideal world our clients would think like designers. In an ideal world our clients have a good knowledge of marketing. In an ideal world they think logically and communicate clearly. Well folks, this is not an ideal world. And, unfortunately, our clients do not think like a designer. They don’t necessarily know the basics of marketing or branding. They are not designers. That’s why they’ve hired us.”

» read the rest of the article on gomediazine’s website