Who do you serve?

There are a plethora of choice when it comes to work, that's why we set out on our own - to have choice, to create a business with intention and that we love. It's both the privilege and the curse.

So much choice, sometimes we don't have a clue where to start - what name shall it have, what offerings does it have, how much do they cost, what are our policies, what are our systems, how many TikTok posts of me dancing should I put up each week (that's a trick one, the answers is none.).

A big question is 'who do I work with?', or as I like to say, 'who do I serve?'.

Starting out it was pretty much anyone - anyone who had heard of me, needed any element I could bring and could pay for it (sometimes not). My branding was, in hindsight, rubbish, nondescript, bland, uninteresting, safe. All things to everyone.

Over the years I learned how to craft a POV and identity that reflected and owned what made the business unique. AND in developing this, in parallel, was refining our audience. We had tried our hand at many different organisations - business, product, service providers, B2B, finance... you name it. Then there can the little gem in the rough - those clients that stood out and radiated a completely different way of working, needs and WHY they existed in the first place.

A love affair started.

I'm talking about foundations.

Going back to the idea of choice - people have choice of how they use their wealth and success. Some choose to dedicate some of this to giving back, to purpose led efforts, philanthropic activities and even building movements.

It's admirable. Most could easily also buy an island and play golf all day.

Foundations are fascinating to work with - they are largely born from commercial success and so have an entrepreneurial spirit that's innate in how they show up and what they value. They can be generations old or starting out, but that drive to make things better, that vision of opportunity and the means to take action is a dynamite combination. Plus, they know the importance of storytelling, engaging audiences, design and brand.

The work usually involves unearthing inspirational people in their specific area of impact, passion or talent and partnering, resourcing, supporting them. It's truly such an honour to be part of that, and the people you get to meet - will blow your mind.

So I intentionally seek out organisations, individuals and family offices that are taking those steps into giving back. We love to help them get clear what choices they want to make, to make sense of their heritage, experience, passions - whatever is driving it, and build a robust platform on which they can stand, to be seen and heard to increase their own reach and impact.

It never tires, always inspires.

If you're in an organisation, family office or heading an existing foundation that's looking for support creating their voice, platform and identity, then we'd love to hear from you.

Drop a comment 'What the foundation?' below and we will be in touch.