I’ve spent my career building brand messages. So much of my process is a like a deep dive, an excavation to find real meaning. This meaning then translates to vision focus and clarity that customers can connect with far beyond the purchasing decision.
The work feels deeply personal because I believe at my core, that what we say must match what we do.
When I became a mom, something clicked. This work isn’t just for professionals. It’s not just for large organizations with complex issues that need to be simplified. It’s for you and I. What if I applied the same process to my personal life as I do my clients?
Sure, it’ll be messy, but would I be able to connect more with myself, my family and my friends if I did it?
The first step in my process is to define your core values. Everything is rooted in these words because they represent deeply held convictions. When push comes to shove, these are the things you won’t budge on. They’re the things that, if compromised, will cause you to lose your shit. As a mom, I often think, “My kids are entitled to their own values. How do I keep from projecting mine on them so they have room to explore their own?” They’re too young to choose what they care most about, but I know this will become an increasingly tricky balance. For now, I choose to lead by example. They may grow to have different values, which is totally appropriate. But I don’t ever want them to question what matters most to their dad and I.
As we go into the new year, give yourself space to get clear on those deeply held driving forces in your life. Setting goals and intentions is so much easier when you’re rooted in the why behind what you do.
And eventually, our kids will wake up as teenagers and say, “My mom may be annoying, but she’s consistent as hell … and I’m really grateful for that.”