From Paul Boag’s presentation on how to Educate Clients to say Yes.

It’s time for us to change, moving from a master/servant mentality to a peer to peer mentality. We have to take the role of an expert and make them perceive us that way. But how?

We have to educate the client, and explain what their role is, which will help them understand each step and also contstrain them.

Shift the client’s view on users moves them away from personal opinion. They won’t say “I don’t like”… Get them to say “I don’t think our users will like…”