I don’t know

Image of billboard for Citibank advertising campaign 'live richly' with the headline 'the best debt is one of gratitude'

Copy Writer: Anna Stassen

In our field, there is a tendency to fit our clients’ business, problems or questions into our own world views, map them against our beliefs. That’s nice, and often leads to attractive (design) work, but it also tends to fail the clients. (Citibank’s Live Richly)

Our job is to fit your business, your problems or challenges, or your questions into your worldview, map them against your purpose, your beliefs, not ours. And that starts at a different point.

That starts with allowing that I don’t know, that I have nothing to go on at the outset, and that I have to be ok with that.

It is that uncertainty that holds the greatest potential for your project. It is the condition for my work to become an unlock for your business, that the project becomes an opportunity to re-ground yourself in what got you started in the first place.

And then to write the words and design the expression that tells that story to the world, starting with your market and your customers. But also your team, your vendors and your family. Everyone who matters.

Then watch clarity work its magic. First with organizational decision-making. Then with your goals. And no, I won’t talk about growth or expansion or anything else specific. Those might be your goals, or they might not be.

The point is this: If everything was splendid, you wouldn’t be here reading this. There is some distance between where you are and where you want to be. Often, that is expressed in numbers. But not always. Whatever I can help you achieve has to be worth something, has to be important.

Let’s start with a question:
If you could change one thing about your business right now, what would it be?

If you want to talk about it, find a time on my calendar that works for you. If there isn’t, send me a note and we’ll work something out.

If I fail to offer a new perspective, then we‘ll end the call. Time is precious and I’m not going to waste yours, or mine. If you learn something worthwhile, then you can decide if and when you want more of that.