Let Them Shine Through

I was reading an article the other day in Fast Company about Crispin Porter + Bogusky, an advertising and branding agency. I loved a quote from one of the agency's founders, Alex Bogusky. He said, "It's part of your job as a marketer to find the truths in a company, and you let them shine through in whatever weird way it might be."

I love the idea of working with a client to cull the really important messages (weird, or otherwise) out of a clutter of communications. Every organization has a story to tell. Every organization has its own unique way in which to share it. The "truths" of a company tell its customers, employees and other key stakeholders: this is who we are, this is what we do, and this is why we do it.

It's amazing how clearly the path is defined when a company takes the time and effort to understand -- and communicate -- its own strengths as they relate to the opportunities in the marketplace and the needs of customers and potential customers. It's exciting to help clients figure out how to tell their stories and let them shine through.

Bogusky's comment makes me smile. And, it reminds me that I love my job.