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It’s not about you

Words carry meaning. A paragraph is there for a reason.

Every word should be there for a reason. This should be here for a reason.

It’s easy to forget that words carry meaning. Words are everywhere. Sometimes we think ‘hey, we should put a paragraph of text here.’

Why? Because the page asks for it, everyone does it, or that’s how we’ve always done it.

We should have a name, a logo and a tagline. We should have a story. We should have a mission. We should have colors. We should have a design system. We should have a bio, a short one, a long one, and something in between. Just in case.

Everyone should know what we do. Really, please, read out all this crap we can do for you. Every single thing. Aren’t we great? We can do all those things. We’re the best. No, we’re better than the best. We’re the bestest.

If we did spell out what we do, we would be only that. We would be just another company trying to compete inside a category. And we would’ve successfully matched ourselves with the thousands of those who do what we do but cheaper. And you will never win if you sort by price.

What if we are something else.

What if we say how instead of what.

What if we say why.

What if we make things say things.