ABSTRACT

A good idea that is never heard by an audience is useless. A large part of mixing is coming up with ideas that match your client’s frame of reference, so that they are more likely to be adopted. And by carefully selling ideas that stretch the client’s imagination, you’re able to broaden their universe a bit. The other way around, you must always be open to external input, but carefully manage the different interests various parties have in the mix to prevent it from becoming a dull compromise. In other words: mixing is about dealing with people.