Whether you’re a big or a small brand, it’s really about thinking about humanity and your audience. Having started my own online businesses as a one-woman show years ago, I completely understand that if you don’t have copywriters, an art department and a video team, you think you’re never going to be able to tell great stories. But you can. Every piece of content you put out has the opportunity to be a story. So whether you’re updating your audience on a product, or a sale, or on feedback or inspiration, that can all be a story. From a Facebook post with one image to a 140-character tweet, if it’s important to your brand and more importantly, your audience, stories can be told in simple and truthful ways and will resonate just as much, if not more, than a million-dollar ad.
The Crossroads of Should and Must is an incredibly beautiful, thought provoking and brutally real read on Medium how to live who you are and why it’s so important (and often hard to do). I highly encourage you to read it no matter where you are in your career or your life and let it inspire you, even if you think you know this all already or don’t ever feel you could could.
There are two paths in life: Should and Must. We arrive at this crossroads over and over again. And each time, we get to choose….
Should is how others want us to show up in the world — how we’re supposed to think, what we ought to say, what we should or shouldn’t do. It’s the vast array of expectations that others layer upon us. When we choose Should the journey is smooth, the risk is small.
Must is different—there aren’t options and we don’t have a choice.
Must is who we are, what we believe, and what we do when we are alone with our truest, most authentic self. It’s our instincts, our cravings and longings, the things and places and ideas we burn for, the intuition that swells up from somewhere deep inside of us. Must is what happens when we stop conforming to other people’s ideals and start connecting to our own. Because when we choose Must, we are no longer looking for inspiration out there. Instead, we are listening to our calling from within, from some luminous, mysterious place….
Finding our calling doesn’t mean we need to quit our jobs. And it also doesn’t mean we need to book a one-way ticket to a faraway magical land where there’s no cell service. As someone who did both of those things, I know first hand that it’s easy to pack a small bag, wave goodbye, and push the eject button for a while. But the return, the re-entry phase, can be absolutely brutal.
The harder road, trickier, and more sustainable, is to make shifts every day within our existing reality.
Nobody tells this to people who are beginners, I wish someone told me. All of us who do creative work, we get into it because we have good taste.
But there is this gap. For the first couple years you make stuff, it’s just not that good. It’s trying to be good, it has potential, but it’s not. But your taste, the thing that got you into the game, is still killer. And your taste is why your work disappoints you.
A lot of people never get past this phase, they quit. Most people I know who do interesting, creative work went through years of this.We know our work doesn’t have this special thing that we want it to have. We all go through this. And if you are just starting out or you are still in this phase, you gotta know its normal and the most important thing you can do is do a lot of work.
Put yourself on a deadline so that every week you will finish one story. It is only by going through a volume of work that you will close that gap, and your work will be as good as your ambitions. And I took longer to figure out how to do this than anyone I’ve ever met. It’s gonna take awhile. It’s normal to take awhile.
You’ve just gotta fight your way through.
"Luxury is the possibility to stay close to your customers, and do things that you know they will love. It's about subtlety and details. It's about service. I cannot accept a place where people are badly received. I can't imagine spending several thousand dollars on something and the salesclerk gets annoyed because you took fifteen minutes to look. Luxury is not consumerism. It is educating the eyes to see that special quality."Christian Louboutin