Never show the shark

Never show the shark.

When creating Jaws, director Steven Spielberg faced massive problems with the robotic shark.

It looked stupid. It kept breaking down.

So what did he do?

He changed the film’s point of view.

Instead of seeing the shark, the audience sees what the shark sees: the next unsuspecting victim.

This made the movie all the more menacing, and changed the way horror films are shot.

Hence, “never show the shark”.

In your work, it’s the opposite.

I’m guessing you don’t want to be menacing. You don’t want your customers to be terrified of working with you. You don’t want them to baulk at clicking, calling or buying.

But they will be if everything is designed from your point of view rather than theirs.

After all…

• You know what that button on your website leads to, but do they?
• You know you can be trusted to do a good job, but do they?
• You know you’ll get around to preparing that info they requested, but do they?

Here's the fastest way to learn how to design from your customer's POV and influence action more effectively.