Every decision, no matter how simple or mundane, should support the defined goals and messages. This ensures that inappropriate data, techniques, technology, or styles are not used. For every decision, the solution should be one that best meets the goals and messages defined at the beginning of the project. While it sounds obvious, too often the ideas that drive the presentation are at odds with the messages presented. Many times, the goals and messages stipulated by a client will not be correct.
Clients are usually too close to their problems to see solutions clearly enough.
It is important to uncover one or two layers of goals behind those stated and agree to these if you want to be successful. Otherwise, you may find yourself unable to satisfy a client or communicate the correct messages to your audience.