Visualization is a skill

To see a project completed in your (minds eye) or imagination seems to be something some people can do easily and some struggle with. I've even seen famous designers who have to draw what they need to do. Drawing though is a great way to convey what the conceived idea is going to look like. Imagination is where it starts, but communicating it is the first and vital step if other people are going to understand the concept. Without communication you are on your own.
Some designers borrow from magazines or other media, others work at being original.
The main thing for me is for understand what the customers tastes are and how far they can stretch to accept new idea's. The greatest concept will die if presented to the wrong client.
Also presentation is important. I've had projects die because somebody tried a presentation over the phone. Never assume the client sees what you see. Have good visual references and clear imagery for them to look at.
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