It's possible that the most difficult thing to manage about people is their expectations. Compound that by dealing with highly subjective subject matters and you've got a recipe for relationship implosion.

This spectrum was created in response to the oft asked questions: How important is the creative work? and How much is it worth to me? Between the fact that everyone's kid is a "graphics designer," the deluge of cheap, third rate creative firms, and the overblown arrogance of the few really good ones, it's important to assess a business's, or situation's, real needs with respect to their communication work. What's more, it's important that the business understands what they should expect for the effort and resources they invest.

While you can take this whole thing with a grain of salt, we think it's fair to say that most businesses can and should expect work within what we've highlighted as the Optimum, Realistic Quality Range.

We wont say "you get what you pay for," cause that's cliché, but you get the idea.