Good intentions make the difference

April 2018
Good intentions make the difference

As we’re in a post-Internet world – and everything about us is accessible – how we do things increasingly matters.

Our motivations, intent and strategy as people, orgs and brands are pretty transparent to most people.

The extreme end and “radical transparency” is a real thing too. For those at the pointy end of culture it’s:

Every person. Every process. Every value. Everything that happens, ever.

We’d like to think we’ve cleverly concealed intentions behind offerings, services, products, tools, gateways, portals etc but mostly it’s clear: we are asking people for something as a value exchange.

Fussing less over the what we do: websites, apps, events, beta releases, ‘channels’, launches etc and giving love, attention and respect to how we frame our work is crucial.

Are you creating something with and for people?

Perhaps you have produced something and just need to sell it 🤔

I came across a couple of great examples recently where people went about their work in the best possible way. They weren’t laboured, over-designed or forced.

Gumshoe is a dutch brand making super-cute shoes from recycled chewing gum. Brilliant!

Maybe the tone of the video is a little breathless and… Dutch?

But it’s a great example of putting the problem and intent of the project at the centre of the communication – not the business itself.

Last week on Byte Into It we interviewed two sex workers fed up with the woeful treatment of sex workers on social media. Podcast [18:15]

Recent legislative changes in the U.S. have meant legal sex workers around the world have been forced off platforms crucial to their income as platforms protect themselves ahead of users.

The two decided to do something about it themselves and created Switter a local social network on an open-source platform specifically for sex workers and clients.

In the first few weeks the service has been a break-out success in Australia as workers maligned for years on other platforms swarm in. 2,000 new users a day for something they made in their spare time is killing it.

It was an act of generosity and insight.

And it worked.

Not only because of the need but because of who and how it happened with.

For those of us working on brands and orgs and communicating these, the nuance in thinking is important.

Sometimes being creative* means taking a back seat.

If we can be less about who we are and what we’ve done – and be more generous with our motivations and humble in our place in the story – the difference in results can be monumental.

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+61 407 197 500



+61 407 197 500


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We respectfully acknowledge the traditional owners of the land where we work and meet, the boon wurrung and woiwurrung (wurundjeri) peoples of the kulin nation and pays respect to their elders, past and present.

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