|
By Amy Swift Crosby & Libby DeLana
Mileage. Literally and metaphorically, we define it as “the distance traveled.”
But not all mileage on life’s many road trips is equal, nor are all distances even perceptible. What happens when our perception of miles traveled is vastly different?
As a copywriter, I work with creative agencies on strategy and messaging projects. Because of my role in the process, I am often the first person on the team to put ideas to paper—to press “send” on one of several rounds of words and concepts. This initial thinking—my first draft—can take days or weeks.
So, when a creative director or other agency lead says the following words, I feel an emotional road flare go up. Those two words are, “great start.”
Seems innocent enough.
Surely, they mean to be encouraging.
But, what I actually hear is:
“You've barely touched the problem we’re trying to solve.”
There’s a mileage gap here. The beginning for them isn’t at all the beginning for me, ten-plus hours (+20 years) into the work.
“Great start” underestimates what it takes to make meaning from a blank page.
“Great start” presumes minimal effort, despite maximum (if early) thinking.
There’s no malintent in it, but there is a misunderstanding of miles traveled. The consequence? It’s defeating.
So, how to be a more valuable witness to the miles invested—even when they are impossible to see?
|
