You can tell if you're looking at a client's face while you're presenting the moodboards or the write-ups, they get this little 'aha' glimpse in their eye like, 'oh I totally get it, I see where you're going, I totally see it.'

Then you ease them through it, you show them some samples and some words & adjectives, then you actually put the pieces together.

It's not a stark slamming the door on their face, 'this is the piece', they actually see the thought process that goes into it and that I think that's super valuable. They start to accept the piece a little bit more, even though it'll eventually change into something that they actually see, they'll start to understand it from the very beginning and how we thought about it from day one.