"Can you design our brand?" I get this request constantly. And 90% of the time, they're not ready. Not because they don't have a budget. Because they don't have clarity. Here's what I do: Before I even look at moodboards or color palettes, I ask three questions: 1. Who do you serve? If they say "businesses" or "everyone," we stop right there. 2. What problem do you solve? If they say "help companies grow" or "make things more efficient," we're not ready. 3. Why you, not competitors? If they say "we're better" or "higher quality," we have nothing to design around. Set a timer. 10 seconds per question. Comment below: Can you answer all three questions in one sentence each? Let's test your clarity.