The role of the designer is to create an experience that tells the client’s story to an audience. The story should be lived by the client, relayed to the designer who translates the story into some medium: print, web, film, product. The telling of the story serves the client's needs by attracting an audience of like-minded people. The goal of the designer, then, is to work with clients that reflect the designer’s values - so that in telling the client's story, the designer's story can also be told.