The Creative Signature Daily

Friday, May 29 — Signature Moment The story of the week

Good morning Creative Signature community. 

Happy Friday. And this week's Signature Moment came to me in a meeting room this morning.

Joel and I are launching a new company called DONE. Next week we are at three conferences — walking into rooms full of people who need to understand quickly, clearly and compellingly what we do and why it matters.

So today we sat down with someone to walk us through the pitch fest format. Two minutes. That's it. Two minutes to tell your entire story to a room full of people who have heard a hundred pitches before yours and will hear a hundred after.

Two minutes focuses the mind like nothing else.

Because here is what two minutes teaches you very quickly. You cannot hide behind vague language. You cannot pad it out with context nobody asked for. You cannot bury the lead. You have to know — with absolute Clarity — who you are, what you do, who it is for, and why it matters. Right now. In the room. Without hesitation.

I wrote about this in Personal Branding for Creative Entrepreneurs — and sitting in that meeting this morning I kept coming back to it. A pitch is not your life story. It is not your CV. It is not a performance. It is simply a clear introduction to your work. A doorway. The first glimpse that helps someone understand how to remember you.

And it has three parts. The Work — what do you create? The Focus — what ideas or questions drive it? The Impact — what do you want it to do in the world?

When those three things come together, people immediately understand your direction. They know how to place you. They know how to remember you. That is Clarity. That is your Creative Signature walking into the room before you do.

Next week SXSW London opens in Shoreditch. Joel and I will be there talking about DONE. And everything we built here this week goes with us into every room.

logy, film and music right now. I will be there. If you are going — find me.

And if you are not — follow along here all week. The ideas don't stay in the building.