WARRIOR of Reciprocity
One of the biggest challenges creatives have in business is that if what we are doing or what we have created is truly unique, then people won’t know to ask for it. So, on one hand, we need to be unique and stand out. On the other hand, we’ve been told we must be searchable. Now, this is a dilemma. Yet another example that what got us here won’t get us to where we want to go. Being searchable may not be the answer. If we create our own category, we may also have to create the communication.