The root of the problem might lie in the designer’s society attitude —

Designers want to be perceived as business consultants, but act the way artist do.

Too many designers are designing to impress their peers rather than address real business problems. They try to sell stuff that is subjective & undefined — the beauty. Things that look great but don’t work well. Perfect pixel mockups that don’t address real business goals, solve real problems people have every day, or take a full business ecosystem into consideration. Many people calling themselves product/UX designers are actually practicing digital art.

If you’re selling the art — you’re the artist. I have nothing against an artist, I do believe that any person that makes the great job is some sort of artist in his craft, but I see art and design as two different languages. We sell different services to our customers.

Learn your client’s business

I see designer after designer focus on aesthetic part of job. They execute beautiful looking things, which is certainly an important skill, but not the only one in a design process.