He warns, though, that it is vitally important to get the right people in the right seats on the bus.
He wrote: “You are a bus driver. The bus, your company, is at a standstill, and it’s your job to get it going. You have to decide where you're going, how you're going to get there, and who's going with you.
Most people assume that great bus drivers (ie business leaders) immediately start the journey by announcing to the people on the bus where they're going—by setting a new direction or by articulating a fresh corporate vision.
In fact, leaders of companies that go from good to great start not with “where” but with “who.” They start by getting the right people on the bus, the wrong people off the bus, and the right people in the right seats.”
This is one of the most important steps in hiring a graphic designer. “Get the right person.”
While no one wants to spend more money than necessary, the price should not be the deciding factor. While geographical proximity can be a help for face-to-face meetings, that is less important every day with other forms of communication.
The key factor remains: Find a graphic designer who listens and grasps what you are about.
Your message is about so much more than simply describing the product you have to offer. Yes, it needs to include specific information but it is more important to weave the right message through the pages of your website, through the art on your business cards, through the way a reader responds to the whole package.
Remember: the companies that have been the most successful historically according to Collins, are the ones that focused on getting the right people on the bus.