I was designing a logo and website for a client, but we could never get past the logo. I sent her several iterations of what she asked for, and she always had the same answer “I don’t like it, but I don’t know why.”
I’d try to coax some, any, feedback out of her – “was it the color? the typography? was there anything about it she did like?” – and got nothing.
Several times, I suggested that she would do better to find someone else, but each time, she refused. “I really like working with you,” she’d say, “and I feel like we’re really almost there.”
Ten rejected versions later, I gave up and quit. My first payment milestone was design approval, so I didn’t get a nickel.
A few months later, she launched her website, using one of the very first logo designs I provided.