Georgina Leigh-Pemberton from Turner Duckworth argues that designers often overlook the practical challenges their work creates for clients. While creative ideas are essential, they’re only the beginning of a long and complicated process. Many in the design industry mistakenly believe that once they’ve nailed the concept, the rest is easy. In reality, getting a design approved and implemented involves navigating various stakeholder concerns and internal business dynamics. This process can be daunting for clients, who may not fully appreciate the value of design. Leigh-Pemberton stresses the importance of collaboration with clients throughout the design journey. Designers need to equip their clients, especially CMOs, with the necessary tools and insights to champion the work internally. She outlines several key principles to ensure smooth execution: understanding the client's business context, building consensus among stakeholders, knowing when to compromise on minor details, and actively bringing ideas to life through engaging presentations. Flexibility is crucial; designers should adapt to changes that arise during the process. Ultimately, the success of a design project hinges on respecting the client’s expertise and fostering a supportive partnership.