Let the Work Change You.

Ever worked on something that didn’t just change the brand, but actually changed you?

I know it might sound strange, but I’ve realised that some of the most impactful work I’ve done isn’t just about what I deliver—it’s about how it shifts my own perspective along the way.

The real question we should be asking ourselves isn’t “Did we get the results?” but “Did this experience shape me in some way?”

Think about it: Have you ever gone into a project with an open mind, really listening to the people you’re working with or designing for, and found yourself seeing the world just a bit differently afterward? I’m not talking about basic insights here. I’m talking about those moments when you sit down with a client or user, hear their story, and suddenly something clicks. It changes how you view them—and maybe even yourself.

It’s easy to stay on the surface. You know, asking things like, “What do you do in your role?” Sure, you’ll get answers. But if you dig a little deeper, and ask questions like, “If you could do something completely different, what would it be?” or “What would your life look like if work wasn’t part of the picture?”—that’s when you start uncovering the real stuff.

The values. The struggles. The things people don’t always show on the surface but that shape every decision they make. And those things? They’re gold for strategy, UX, product development… everything.

But here’s the thing: The goal of user research shouldn’t just be to gather data. It should be about making people feel truly seen. If you’re just focused on ticking boxes, you’re going to miss those moments of connection. And without connection, you’ll miss the most valuable insights.

I’ve learned this the hard way, through all kinds of projects. Working with a beauty brand made me rethink aging. Partnering with a construction tech company made me see pride in the everyday grind. And spending time with the fans of a plus-size fashion brand? That made me appreciate parts of myself I’d been trying to hide for years.

It’s why I live by this value: “Let the work change you.” It’s more than just a motto. It’s a reminder that if you’re not open to being changed, you’re probably missing the point.

So, when was the last time the work made you see the world differently? If you can’t remember, it might be time to approach it with fresh eyes.