While we explore many directions during the early stages of the design process, honing in on something early on and focusing our efforts in one direction allows us to create better work. We’re aware that many studios present a few options to choose from, and we’ve tried that route in the past. In the end, we always knew which direction was the strongest, and the client almost always felt the same way. As a result, the time we spent presenting less-effective ideas was wasted when it could have been used to further develop the strongest concept. Working linearly, with proper research and communication upfront, and an opportunity for feedback and refinement, we can hit the mark more efficiently and take the project much further than we could if we were spreading our aim across multiple directions.