What do you think you’re doing?

How do you think about what you do?

Do you think you’re selling photography? Motion?

Or making images?

Problem solving?

Visual communication?

Honestly, all the above are right, but they’re not terribly inspiring.

Ultimately all brands are trying to evoke a feeling from their audience.

Buy this thing and you’ll feel free/ safe/ calm/ energized/ connected/ loved/ powerful/ joyful/ uplifted/ seen.

Everyone’s looking for something which helps make their life better (and that includes your clients).

So when you talk about what you do, consider reframing it as helping brands evoke a feeling.

This requires you to know the feeling your work evokes, which as far as I’m concerned is what you’re actually selling.

It’s exciting to offer this. Actually it’s remarkable to know that you can evoke a feeling in someone with what you create. How many people can do that FFS? What a gift!

Lean into that as much as possible, and apply it to your personal work too. It’s what makes you you, and that’s the most human thing you can offer.

And goodness we need as much human-ess as possible right now.