People buy people.
Working With Good Humans
I say this a lot: people buy people.
It’s become a bit of a studio mantra — not because it sounds nice (although it does), but because it’s genuinely true. And something I never take for granted.
I come back to every project, every client conversation, and every brand I help shape with this mantra. It’s not difficult.
For me, design isn’t just about making things look good. Or doing things ‘just because’.
It’s about creating work with meaning, for people who give a shit.
Design should feel good. Like a conversation that flows. Like a collaboration that clicks. Like two good humans figuring something out together.
That’s where the joy is. That’s when the work sings and comes into its own.
People work with people
When you're selling your services, whether you're a startup or an established business, people aren’t just buying the “what.”
They also don’t just buy you, they buy your why. The reason you get up and do what you do every day — that fire in your belly, the bits you care about most — that’s what connects.
That’s what makes someone nod along and say, “Yes, this is my kind of person. They get it.”
Whether it’s helping people launch something new, backing the underdog, making complicated things easier, or just doing good work for good people, your why is what gives your work weight.
It makes it mean something. And people are drawn to that.
People are investing in your experience, your perspective, your process, your quirks, your sense of humour — and your reason for doing what you do in the first place.
People also buy into your personality, your knowledge, your opinion, your passion and also why you do what you do.
You wouldn't be doing it if you weren't good at it. Right?
You'd soon be found out if you weren't.
No to fakery. Yes to honesty.
People can see through the fickleness, falseness and downright fakery of anything these days.
So trust and believability have become a major part of how we all do business.
They can tell when a brand is all smoke and no soul.
That’s why trust, truth and tone matter more than ever — and why I build those into every brand I help create.
I’ve worked in enough places, and with enough people, to know that great work doesn’t come from forcing things.
It comes from mutual respect, shared ambition, and a bit of humour thrown in.
Genuine working relationships are something that we can choose to have.
Give people something real to believe in
It’s all about context. When you give people the story — the real one — they connect with it.
Context creates meaning. Meaning creates emotion. And emotion? That’s what sparks connection.
And desire. A desire to have what you have, work with you, understand you, and share an experience with you. It makes it all the more enjoyable.
That’s what makes someone say, “I want to work with them/buy their product/use their service.”
It’s not about being liked
It's also not about forcing people to like you…it's about being easy to like.
And let's face it, that makes all the difference.
Til next time, Sharon.