cc @juliewebgirl

I second that.

Most of my job is translating nonsensical client direction into something useful and effective. It is rarely a direct translation.

In fact, it’s similar to working in a different language. You need someone who can write copy in the language you are targeting, not just offer a literal translation.

I had a client with a tagline of “Immerse Yourself,” that when translated directly became “Drown Yourself.”

Not the same thing.

@AlSweigart @elfin

As a Consulting Engineer I *rage* at "The Customer Is Always Right". No, no they are not. They don't know what they want, and they're not even on the same planet of what they *Need*, because they simply don't know. My process is to get them close enough to describing what they want for me to (psychically) parse what they need and Then we can start design/refine process.

As a designer for a quarter century I can tell you that most of that job is decoding what the client wants, whether it's a chair or an app. Because they cannot say so accurately.

(Though I'd say AI does *not* allow you program in English.)

Don't let them fool you; AI is only about labor arbitrage, nothing more.