Do you have the target defined?

Marketers get this — if you create work for other people, then your work serves others. If you want to serve others, then you must inhabit their world.

Inhabiting a person’s worldview is tough. You are requried to suspend judgment and play the role of observer — noticing things around you.

Perhaps only as the observer can the craftsperson develop a better idea of what they must build.

Perhaps only as the observer can we output more helpful things.

Perhaps only as the observer can we truly see who we serve.