You can't read the label from inside the jar.

"What you do is really more for big companies, isn't it?"

I get that sometimes. Even from people I've actually worked with.

And I'm like, hang on. You were there.

We'd done a pretty big project together, so fair enough. And yes, I use the same techniques the big brands use. Talk about them a lot. But you don't need Nike's budget to communicate well.

Most of the time I'm not taking someone through a 3-month rebrand. It's usually just one thing. A flyer. Sometimes just a chat.

But that's not what sticks.

What I do is pretty simple: I help business owners see their company the way their customers do. Spot where it's unclear. Where it doesn't quite match who they really are.

Doing that for myself though? Yeah...not so easy.

Sound familiar? Someone describes what you do, and it's just slightly off from how you see it. Happens to me constantly.

You're speaking from the inside. From everything you know and do. Your customer is looking from the outside. They see something else. Remember something else. And they're really only asking one thing: does this solve my problem?

No one can read their own label. Me included.

So I ask. Clients, people at my business club. What do you see? That outside perspective.

Oh, and it's nearly Dry January. So if you fancy it: pop by. I'll help you out of the bottle.