What advice would you give to an emerging creative wanting to get into the same kind of work?
Caveat! I’m interested in changing the way a whole organisation writes, and the impact that can have on their culture, and how people think and feel about them.
Plenty of writers make a fine living working on much more niche kinds of writing, or spend their lives moving from brand to brand. Those are noble pursuits, but they’re not my thing – so the advice below might not be the best if that’s what you’re interested in.
Never be precious about the kind of writing you’re doing. Every word a company produces can make a connection, change someone’s mind, brighten their day. And where most companies go horribly wrong is giving some words lots of attention, and some words none at all. If you really care about the people you’re writing for, then think of every word as an opportunity to make their lives better in some small way.
Don’t only learn from writers. Designers, data scientists, product people, behavioural psychologists – there’s a ton of insight to gain from anyone who’s interested in what people do and why.
Always remember who you’re writing for. That isn’t the client and it isn’t your boss. It’s the person at the other end who’ll read what you’ve written. If you always do everything you can to put them first, you won’t go far wrong.