A few years ago, I worked with a client who had never worked with a creative professional before. He was getting his doctoral degree in statistics and needed a logo for his new consulting business. I sent him a file of about 6 logo proofs and asked for some feedback.
Client: Thanks for the logo options! I sent the logo proofs around to friends and family to get their feedback. I’m sending you a document with all of their thoughts.
Me: Thanks for the attachment, but I’d like to clarify something: lots of people will have a lot of different opinions. Tastes vary. At the end of the day, I’m working for you, so I need to know what YOU think, not what everyone else you know thinks. Does that make sense?
We had a much smoother working relationship after that.