Jobs to be done is a process designers can use to understand why customers/clients choose to purchase a product/service. Understanding leads to knowledge.

Most designers are not in any doubt they add value for clients.

The problem – for both designers and clients – is they can’t quantify that value.

Creative studios must cost on hours and sell on value. Selling a service by hours means the only way to increase profitability is to employ more staff and that’s just not sustainable.

It is possible for designers to work a shorter week and increase profits. It’s directly related to salaries and increasing productivity. What it’s not about is increasing stress.

It still happens – design studio owners treating designers as slaves and promising the long hours will worth it on their CV. It doesn’t have to be that way. You can build a sustainable studio on good working practice.

Design-led companies have effective processes in place to continuously listen to customers. They are committed to testing ideas and iterating those ideas better over time.