Seth Godin brings up an example of an attitude that I see often. When you work at a company for a while, it's easy to start thinking that your company is the universe. In this way, you start optimizing the work to suit you, not your customers. In the agency world, it's the same thing. The best example is designers who design for themselves, not their clients. They create what they think looks great, ignoring their client's needs. The worst part about this is the clients often don't realize this is happening. Unlike with parking spaces, clients often can't tell when a design represents the designer and not them. And this makes it hard for me, too. In explaining why Synaxis doesn't do that, I first need to educate clients on how to hire an agency and on what to look for in design work.