Client: "Performance metrics, market landscape, product strategy? You don't sound much like a designer. Shouldn't we be discussing color options and page templates?"
Designer: "Design is the physical, or in this case digital, manifestation of your product strategy. Of course we could define your customers' experience with 'paint by number'. But I think you'd agree we should figure out what you want to say to your customers and why before we dive into how we're going to say it."