On NOT falling in love with your work

It’s pretty natural to fall in love with your own work.

And when you do, you tend to want to guide it down a certain path.

…The trouble is, if you do, you might “fall out of love” (as much as I loathe the saying) with that work when customers want take it somewhere other than your original vision.

This is a kiss of death: if your customers ask for your help to get somewhere — but you’re not interested — they’ll find someone who cares enough.

The only real solution to this, is to not fall in love with it in the first place.

But to instead fall in love with the audience you serve.

Warts ‘n’ all.

That keeps us focused on doing what’s best for them. Not because it’s interesting, but because it’s what’s best for them.

And it’ll be our joy to do so.