why is it so hard to understand?

as a creative director, it’s an understood that we have to justify to the client, nearly every design decision— especially why stringent use of typography is an undebatable must. but, for whatever reason, they are unwilling to allow a design agency to apply their professional thinking without a fight. the client however, on the flip side, will not allow anyone else to downplay their ’professionalism’ in what they do. it’s a circle in which i have yet to find reason. continue to butt heads until they finally see the light i guess— i’m not really sure what else to say.