09/08/2026
A lot of people think the fun part of my job is making things look good.
And yes—I love that part.
But some of my favorite client conversations have nothing to do with color palettes, fonts or logos.
They sound more like:
“Why are we doing it this way?”
“Who is this really for?”
“What are we actually trying to accomplish?”
“Why should someone choose you?”
“What if we stopped doing that?”
Those conversations are where the real work happens.
The design is the visible result.
The thinking underneath it is where the real value lives.
