What's your story?

Some designers have a 12-month waitlist.

Some designers are nervous about finding their next gig because an MBA told them to keep raising their prices.

Some designers are desperate for their next gig at any price.

If we assume they all do great work for a moment… why are their pipelines so different?

The first designer with the waitlist has a reputation for what they do, and those who see the waitlist find as much value in the waiting as they do in the final product. The wait is part of the service, and it’s one that makes people feel like they’re in the right place.

The second designer did what the gurus tell them to do. Charge more, ramp up production, template what they do for economies of scael, outsource to the lowest bidder, maximize profits. Except now they’ve put their greed before their craft, and that doesn’t make as compelling a story for the buyer, even if it’s what economists recommend.

The third designer has a story, too. One of desperation, which isn’t an appealing story to buy either.

Interestingly, the one that ignored the economists, slowed down, did their best, even against the headwinds of “can you do it faster”, had the best story of them all.

Your work may not fit into the metaphor at all.

But the metaphor serves as useful context when you ask yourself, “What’s your story?”