I’m managing director of a growing digital agency with offices in Shoreditch and Berlin. Surrounded by incredibly creative, youthful, fashionable businesses, there’s no better place to be inspired. When then do I ask everyone to focus every day on everything that isn’t fleeting, trendy and niche?
It’s because our clients don’t care about design blogs, drones or generative typography. It’s our job to be catalysts of business change and craftspeople in our disciplines, then apply it to our clients’ problems – not to make the craft the whole self-indulgent exercise.
For many, email is the poor, unfashionable cousin in the communication world. But it’s the medium that converts the most sales.
We recently partnered with eBay to overhaul their European emails. We married aesthetic redesign with technological transformation to create emails that are now far more efficient and effective.
Will our work help our client achieve their goals? We think so. Will it keep their existing customers loyal and engaged? We know so. Will our work keep our client relationship strong? We believe so. Will it feature in a design blog for the right reasons? We doubt so.
Don’t let fear erode your hard earned skill and value. Take pride in what you do and do what’s right for your customer. The rest will take care of itself.
Matt Lynch is managing director at Feed
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