dear reader,

i’m feeling a little lowercased today. here are some thoughts that may be of value. enjoy 🐦⬛

constraint is where the wisdom is

for a long time, limited budgets protected business owners from a problem they didn't know they had.

you could afford one designer, one or two revision rounds, a new website every few years. you took what came back, lived with it, and moved on. the constraint made the decision for you.

that constraint is gone.

a global workforce available at the tips of your fingers, paired with the myth of infinite productivity and generative ai… what are we most often left with?

decision paralysis, overwhelm, and slower momentum.

it can be easy to forget that we are limited beings with limited resources.

when you’re faced with limited resources, you get creative. this is true in art, agriculture, design, science, math, music… etc.

if you own a business, you already have 8,000+ things running around in your head. add variety on top of all that and it will hurt you more than it will help.

more options cloud your ability to make decisions that generate leverage.

let’s say you want to share your business with the world more effectively. marketing should do the trick, but you can’t make heads or tails out of it so you hire a freelancer or an agency to help you get through it.

you hand over the reins of how your business comes off to other people to an external agent (necessary for everyone at some point). external help is awesome… but… if you don’t know how to evaluate their work, you’re flying blind.

build capacity to know the difference

what I recommend, especially to my clients, is to build that capacity to direct and to judge creative work in-house first. how? through exposure, frameworks, and repetition.

exposure. you can’t evaluate what you've never seen a better version of. expose yourself to history’s greatest ideas. you’ll find these at museums, libraries, places that specialize in remembering value for the rest of humanity. familiarize yourself with the standards that have bolstered generations of strong creative work. observe well-made objects, award-winning logos, designs, creative work… how does immersing yourself in beauty feel in your body?

frameworks. think of these as different outfits for your mind. they serve to organize your thoughts, identify patterns, and help you judge your thoughts cleanly and clearly. you can find these in books on business, philosophy, fitness, leadership, finance… they’re honestly everywhere once you start paying attention. people like to create these systems because they help them think more efficiently. learning frameworks will make you smarter.

repetition. expose yourself to different types of beauty and frameworks over and over and over again for the rest of your life 🙂 it’s a nice way to live and the payoff is infinite: better conversations, quality of life, autonomy of thought, and stronger direction.

by no means do i mean learn how to do marketing, branding, and sales work yourself. direction and execution are separate capacities. save yourself time and sanity by paying someone to do it for you.

i'm going to be teaching people how to do this in an intimate, 8-week brand, marketing and sales accelerator. this is a small, curated, multi-industry group of founders. i’m limiting the spots to 8 because this level of customized attention does not work at scale.

you’ll get my eyes on your work every week, private sessions and weekly group critiques with me.

we’ll dive deep into the nitty gritty of your business. we’ll strengthen the quality of your output, instinct, eliminate your decision fatigue (related to what we'll cover in the program), and get you up to speed with everything you need to know before hiring out this type of work.

comment or dm me provately if you’re interested in joining the waitlist. we start september 10th.

more info soon.

✸

Warmly,

Flore