As a professional in a creative industry it is a challenge to develop a program for a customer who may be a bit out of our sphere of influence.

Today, with the internet we can research and find out more about a particular industry in a matter of minutes and hours. We find online groups, meet-ups, etc that help us to define what people in that industry may be looking for, what they respond to and how they make their purchase decisions.

I have a Post-It® on my computer that says: "Go Where They Go!" It reminds me to get away from my vast inner-circle to find out where my clients' customers are going. And if at all possible, actually go to those places, meet-ups, etc. Read their magazines, watch their shows, visit their spaces. Find what works and how we can adapt our designs to get the best impact, and create the most value for our clients.

Where do you go?