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Real work

The apparent reason for building the perfect portfolio is:

Do the work you love. Get (better) clients.

What if you can do the work anyway? What if your clients are good enough? What if there is enough opportunity coming your way? Even then, should you be building that perfect portfolio?

I love to think about concepts that communicate a specific value, a story or a situation. And the same thing happens whenever I’m thinking about a project to take on. My mind jumps to the “what do we call this thing” question.

It may be part of the lizard brain that goes above and beyond to defer real work. Yet, making brands, marks and systems is work, too. Satisfying work. But it may not be what I set out to do in the first place.

This is where the Work comes in. This is the hard work, the work of the professional. The work you put in when it’s expected of you, under the deadline.

The professional sets his own goals and delivers on all milestones. She is focused and reliable. Take the right step today and come back tomorrow. Clients are ready, opportunities are plenty.

Are you still building the portfolio? Or are you doing the Work?

Martin Uhnak