What Are We Doing Here Anyway?

No. I'm not going all metaphysical here or quoting French philosophers. My question is more intended for what we are doing at work here? As in any profession, the answer to the question "what are we doing here anyway?" gets to the core of your company's mission.

Sometimes there is a disparity between what a company claims its mission is (read: Google's phrase "we will do no evil") and what it really is about.

So I got to thinking what our company is really doing here anyway. Many of our clients would say we produce ads, turn out PR, create websites, assemble catalogs, etc. but is that really what we are about or are those things simply the tools we use to do what it is we do? One would probably not go to a quality home builder and say that they stack bricks, insert windows, top it off with a roof, etc. whereas that is clearly part of what they do. But like the quality home builder, we would prefer to be known for the big picture--that we find the best ways to help one company communicate their message to another company in the most interesting and cost-effective manner possible. Using that same analogy, once the customer has bought into the vision of what the home builder has designed, it is down to the details of what types of materials, finishes, etc will be used to complete the final construction. It is the same in our business. Once the vision has been established and accepted, it is the details of execution that take days, weeks or months to complete (depending on the complexity of the project). Obviously the execution of those details is extremely important because without quality workmanship, the house will surely come tumbling down.

I believe in our business we are guilty of sometimes getting lost in the building and forgetting to go back and look at the original plans more often. Because what we are really selling is the vision--the concept--the message. If that original vision is not adhered to, the house may stand for many years but it will be lacking the character that would otherwise differentiate it from other nondescript houses on the street.

My stream-of-consciousness brain led me to this topic after we watched a great 2008 documentary on the iconic graphic designer Milton Glaser called " To Inform and Delight." Probably best known for his I (heart) NY logo and numerous other instantly recognizable logos, marks and illustrations, Glaser is now in his early 80s and still working. He lets the "kids" do all of the computer work but his mind is as creative today as it was 40 years ago. Hearing Glaser talk about his passion for design and communication and how he looks for simple, yet perfect solutions to communication problems was truly an eye-opening experience. It is interesting to note that Glaser spent over 20 years designing the interior of large chain supermarkets with the goal of making the shopping experience easier and more interesting for the shopper by planning how products were arranged, the lighting in the store and other things we would not even be immediately aware of but clearly make a big impression in our decision-making in the store.

Milton Glaser has the vision thing down. His clients are very clear about where his talents lie. But he is not only a great visionary. He can also build a pretty darn sturdy house as well.

It is my hope that we can follow in Milton Glaser's footsteps even if we are several steps behind.