John McConnell on design alternatives

When you say, ‘Make the necessary design,’ does that mean one design or do they want to see a few alternatives?

John McConnell: I have always done only one. I don’t believe in the business of, ‘Here are six designs.’ because I don’t know how you could do more than one properly. That’s not to say that they all get through every time.

— (via The Graphic Designer’s Guide to Clients)