 Of course, you want to do great service design work and as we all know most often that requires to reframe the challenge Because the challenge your client comes up with is usually not a real challenge So how do you get the opportunity to reframe the problem when your client already knows the solution? That's what this video is about Sometime ago. I worked on a project for a government agency where they wanted to create personas that was the scope of the brief of the project and We ended up doing this project and working on this for a few months creating personas and Along the way it became really clear that The personas we were designing were trying to create The people who should be using them were actually the people delivering the service within this government agency They weren't interested in personas. They had many different challenges that wouldn't be solved per se with using their personas so along the way It became really a challenge of creating the demands for using this artifact Which of course is completely the opposite way you should be working now I think this happens often this happens a lot and the reason why it happened here is The the people who own the challenge or own the solution They weren't in the room at the moment that the brief was created and I fell into the trap believing that The problem was well researched and Yeah, I assumed that that was okay the other thing that made this really difficult was that the Procedure to start this project was in the form of a pitch. So multiple agencies were bidding to win this project and In that situation you don't get a lot of room to actually have a conversation with a client up front And have tough discussions about if this is actually the right challenge and if a thing like personas are the right solution here So in our project The personas were created and eventually they got used as our Mostly a conversation starter about customer centricity in the organization But I believe that if we would have started with the people who deliver the service and listen to them and their challenges Personas might have been the answer, but we might have also come up with much more effective and impactful solutions So I think we all sometimes fall into this trap especially again, if we can't have those tough conversations with clients at the start so How I solve this or what I recommend you to do rather than doing a pitch is to watch at this video because there's a much Healthier better and fun way to actually engage with clients even before project starts So I explained that in this video check it out and let's continue the conversation over there