Are you ready to take the trust fall?

The most important moment in a relationship with a new client is the first creative review.

I think of it as a trust fall.

Many times founders and solopreneurs are taking a leap and working with professionals (writers, designers) whose disciplines they may not understand and can't do themselves, and are handing over an important part of their business (the interpretation of their vision).

It's a make or break moment. The first review shows if the creative is listening, understands the business, the goals, the audience, and is able to capture the client's voice and expertise and package it in a way that feels true to them.

I live for these reviews and put a lot of pressure on myself to come up with my best. I love exploring ideas and bringing things to life, and pitching and sharing work and explaining everything that goes into it. And I love when I'm confident I've nailed it and I see the client's eyes light up that yes, this is what was in their head that they needed help pulling out.

I just walked out of one such review, and will be floating for the rest of the day. I had so much fun preparing the work (with a a big assist from Stevie Wonder's 2010 Glastonbury set that was the soundtrack to a key aha moment last night).

Helping good people who are doing good work and have put their trust in me, is one of my favorite parts of the gig.