In my view, there are two distinctly different ends of the design communications rainbow. At one end is the creative practitioner, and on the other,  the message recipient. We as designers of messaging are trained to focus on honing our skills and developing our talents. A necessary path to establishing a person’s creative proficiency and individuality to be sure.

But what if we set all that aside, and solely considered the wants of the intended recipient of that message before we begin our creative journey? What if we were primarily concerned with what they say about a brand, how they feel about it, and most importantly, the experiences they have with it ?

Using that information, how would your designs and writing change? Would you speak to them with greater empathy and express concern for their needs before that of the brand? How would your designs give them ownership of your message as THEIRS.

Which end of the rainbow do you start from?


Positive thinkers are always in demand: They’re problem-solvers. They’re full of energy and ideas. They have an optimistic approach to life as they believe that new, difficult, and important things can be accomplished. That’s what makes them effective. That what makes them in demand. As the old saying goes, “Nothing changes if nothing changes.”

What are you willing to think about in a fresh way? Are you willing to give yourself to a different approach? Are you willing to learn from failure? Are you willing to trust that failure will lead to greater success? Are you willing not to give up?

Fear of failure is toxic. Pessimism and negativity shut down the creative engine. They trigger a cascade of biochemical reactions and emotions that adversely affect how you feel and behave.Positive and opportunistic thinking are the fuel that keeps it running. “What if?” is first gear. “Why not?” puts it in overdrive.

Be careful of your thoughts, for your thoughts become your words.
Be careful of your words, for your words become your actions.
Be careful of your actions, for your actions become your habits.
Be careful of your habits, for your habits become your character.
Be careful of your character, for your character becomes your destiny.

Chinese proverb