There’s a baker in San Francisco named Josey. He owns a popular bakery and coffee shop called The Mill. Josey’s bread is really good, but it’s also not cheap. Loaves sell for $7 and up. And they sell toast — with toppings like almond butter, cream cheese or house-made jam—for $4 a slice. This is a lot of money for toast, but it’s so good that people line up down the block to buy it. It is that good.
Josey also wrote a cookbook teaching people new to breadmaking about how to make bread. He writes in an approachable, un-intimidating style. Joseys’ basic message:making bread is easy.
In the same way Josey sells bread, and teaches people how to make bread—we do the same thing at the design consultancy where I work, Cooper. We sell our design services to clients. And as part of those projects, we also teach clients about design and our design process.
That sounds crazy.
Why teach people how to design (or bake bread)? If you teach everyone how to design (or bake bread), then no one will buy your design services (or your bread). Well, the opposite actually is true.
How design consulting is becoming more about teaching design (especially to non-designers)