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Amy Swift Crosby

the story is in the telling

Tenancy.

June 5, 2018 · By Amy Swift Crosby

Who’s taking up space? Are they paying rent, or squatting?

Forgive the self-focused angle this week — but it does the best job of explaining what you could easily apply to your own life if it resonates.

Sometimes (but not often enough) I have the forethought to take inventory of the “tenants” residing in my thoughts. These are threads of a conversation I might only be having with myself, that have become semi-permanent without my realizing it. Recognizing them is a contemplative exercise that requires some wherewithal and practice. Why? Because it requires a thought looking inside a thought, as they tend to camouflage themselves as “normal.” In reality, they’re depleting, diminishing and distracting. But I don’t tend to challenge them because I get slowly used to co-habitation.

I wouldn’t call them a belief system as much as a more contained grievance, regret or worry.

Having participated in my share of brand-related hospitality and real estate projects, I tend to think of it in exactly those terms.

A (good) real estate developer considers a property (like a mixed-use office campus or a retail lifestyle center) in a host of ways. The questions contemplated are often:

What is the optimal ecosystem? Will big, established brands balance smaller, riskier concepts and together will they create something authentic? Compelling? Is there a juicy anchor tenant paying a lion’s share of the rent, but who can attract complementary businesses?
Will the addition of one tenant turn off a series of others? And, at what cost?

As anyone who reads this blog knows, there’s not a lot of daylight between my musings and a (good) metaphor; I love them. But the reason I like this one is because life doesn’t always feel intentional in the way that decisions made by real estate professionals are. We’re “in” properties of our own making, yet not always of our own design.

So I’ve started to distinguish my literal tenants from my invisible but nevertheless vocal ones. Realizing there was a difference was a victory in and of itself.

There are the tenants that see the light of day — professional commitments, family time, hobbies, personal work, cultivating curiosity and interests — even common stressors around deadlines, finances, and relationships qualify. You could say that these are the tenants of our days. This stuff is obvious and makes for the ingredients for a full and meaningful life (managing this is its own mission.)

But there are other tenants that are unseen, that can’t be spotted on a schedule, but who, like a squatter, are uninvited occupants in our minds. They tend to be demanding, entitled, and perpetually unsatisfied. Some are old scripts. Others are punishing messages about what we haven’t yet started, completed, or might never get to, despite deep and sincere desires. Fleeting bouts of this can be expected; but when a stray idea sets up shop, a good property manager notices — and investigates.

We all want good tenants — which is to say inspired, benevolent streams of consciousness. But there’s a certain amount of rigor required to spot the sneaky ones taking up space, not just for days or weeks, but months…who have no storefront.

Some hidden occupants are great — like an idea percolating that hasn’t taken shape. But when they feel more like anxieties, chronic frustrations or mounting crises, they affect the whole “property” in ways seen and unseen.

I like to know who and what I’m hosting, so I can evict them if necessary. Giving them notice is a matter of seeing them, as a first step. They may not leave, and a resolution may not be clear to me, but they can’t be there without permission from the landlord (me), either.

Even when I can’t give them the boot entirely — because they’re thoughts, after all – the conversation often reveals something I need to see.

What to do with them depends on what they tell me.

Narrow.

May 22, 2018 · By Amy Swift Crosby

Credit: @sanddiary

Here is a case of being willing to help, if only the “ask” considered how much the process informs the outcome.

Like you, I am sometimes on the receiving end of a résumé emailed from a recent college grad, usually following an introduction by the sender’s parent. Along comes the résumé with a closing line that says, “let me know if you hear of anything!”

Let the eye roll begin (I’ve tried to control it with no success.)

This kind of open-ended request leaves me wondering if I should be honest, and tell them how fruitless this approach really is, or just smile and respond, “Will do!”

Asking favors of friends, or even strangers for that matter, is best met by being as specific as possible about what is needed, wanted or required. We’ll forgive our youth for not yet knowing this, but I have a hard time extending this same slack toward legit grown-ups.

Recently, an email was forwarded to me that kindly requested “design and messaging feedback” on a handful of packaging layouts. In this instance, the final sentence asked recipients to vote for their favorites. While I understand the desire to assemble an impromptu focus group, what surprised me was how willing the creator of the product was to hand over her creative offspring to the collective whim of a disparate, and clueless (I’m referring to myself) group. So rather than enlisting qualified help from someone with specific experience or any understanding of the product/audience, this author chose to outsource these essential skills to her “list” — of how many, I don’t know, but it’s safe to say — a whole lotta opinions.

The point of having expert eyes slash and burn your work is to bring a specific perspective you can’t see to a mission that unites message with the end user, and product with the customer. I say “slash and burn” because that’s sort of how it feels (as a creative) to have something redlined. But it’s essential. The best editors rely on discipline and objectivity (not personal preference) and are able to spot and remove anything that dilutes the narrative. To ask dozens of people to do this simultaneously, and without sufficient context, misunderstands both the task and endgame. Why generate a variety of different opinions that do nothing to move the needle closer to a more refined, focused end product? What does one even do with all of the ‘feedback’ that comes from an indiscriminate inquiry?

The term “email blast” really rings true in situations like these. We can no more connect a graduate with the appropriate gig based on a few data points than help a new author get more clarity on her target audience and message by casting such wide, unqualified nets.

This is true in so many cases; from circulating possible brand names or logo design to friends, to running new business ideas by strangers on airplanes, or my favorite, posting taglines to chat groups for votes. Without context, feedback loses its value.

If you really want to kill your darlings, enlist a qualified assassin. Most people are happy to help if you give them a target.

WOTO.

May 1, 2018 · By Amy Swift Crosby

Everyone's vision is limited. Bring the view when you can.

Wife. Of. The Owner.

Isn’t it interesting that in 2018, the woman in a partnership could still be considered a plus-one to the boss?

I actually don’t think anyone using this title means any harm, but when I was on the receiving end of it the other day, I was reminded of how ubiquitous these unintended slights really are.

As the co-owner of a new business, I was in a delightful conversation with a new employee who, at the end of the conversation, gave me a compliment that included her excitement at talking to “the wife of the owner.” I offered an alternate title for myself to her which was, “I think you mean the co-owner.”

While I wasn’t upset, something changed in me. In that moment, I became personally invested in stopping the marginalization of anyone — from the subtle gestures to the more glaring ones. If a 23-year old, financially independent, highly educated, engaged citizen-of-the-world can make this mistake, it can happen to anyone.

I know our antennae are all rather “up” lately on this — but I don’t think there is any stance that is too vigilant on this topic. As someone who works behind the scenes for brands, I’ve gotten very used to seeing my work out in the public, on Instagram, in the communal zeitgeist — with zero attribution. Such is a life in brand strategy and advertising- -often invisible to the majority of the world. And that’s okay. But when I see that same standard applied to the woman behind the work in a myriad of other situations, it strikes a nerve. Maybe it even lights a fire.

If anyone has ever wondered why women (or anyone who feels unseen) “seem so angry,” it’s because we are so ducking tired of holding 15 balls in the air and still delivering high caliber work, only to be treated as a side dish to the main one. This comes in too many formats and contexts to list, from domestic and family contributions to vocational and professional ones – but I can assume that anyone reading this has been that person at least once, if not dozens of times. Feeling invisible, when you’re hauling a load, is one of the worst kinds of slights.

To those who find themselves in positions to change this, course correct or otherwise give credit where it is due, please do it. This is not a directive to men or women but to all of us — to acknowledge work (and workload) and to celebrate where it’s earned.

In a different situation that swirls at the center of my orbit lately, someone did that for me. And I won’t soon forget it. Thanks, Doug.

Rattled.

April 17, 2018 · By Amy Swift Crosby

When someone shakes your cage, it can be hard to shake it off. A lingering psychic residue is often the by-product of an aggressive, insensitive or otherwise unexpected email, phone call or confrontation.

Thick skin, as some are quick to suggest, must be nice. But thick skin can’t be grown overnight. And even if it could, I’m not sure I’d like to insulate myself from everything it keeps out.

Being in the eye of anyone’s storm is unsettling at the very least. The chest tightens. There’s a destabilization that undermines even the most anchored human being.

Most people remember being yelled at as a child, usually by a parent who had lost cool, patience or wits. If it was a rare event, you learned that all people, even the best of them, have limitations. But if it was a common one, you learned something else.

You might have learned you were stupid.
Or worthless.
Or, that even where there’s love, there’s great unpredictability.
Maybe that early loss evolves into fear of losing control, lack of trust, a trigger for anger. It may sow deep, unresolved rage.

We have no idea who is walking around with what.
Until we get punched.

When I am on the receiving end of an explosive or otherwise unconscionable communication, I’m undone by the circumstances so much that the genesis of the other person’s unraveling rarely enters my consciousness. I don’t much care about why they are the way they are, and quickly move to a change of scenery or decompression as a means of recovery.

But that strategy doesn’t always deliver the emotional cleansing I’d hoped for. Instead, imagining what it must be like to be the person living with the kind of turmoil that causes them to lose it; of actually caring about why someone overreacted, rather than dismissing it, is a relatively accessible way to get out from under it.

While distress doesn’t typically have an expiration date, doing nothing to understand the source of the wound in others leaves it too free to wander in our own beings. Unchecked, it can show up later as something we may not like.

Practicing empathy is what allows us to see beyond what was done to us, to get a different view of the other. At a minimum, it wrangles and contains trauma. But better yet, it cultivates a quality worth having.

Lego.

April 4, 2018 · By Amy Swift Crosby

Wouldn’t you know it that just days after posting about uninspired environments (see Malls), I had a rather wonderful experience inside of just such a place.

My youngest daughter is healthily obsessed with Lego, especially their collection designed for the younger (seemingly female) set, called Lego Friends. I mean healthy because she wakes up early to do Lego, she goes to bed thinking about Lego, she asks for sets by name for every occasion or holiday — and when she’s in the middle of a build — nothing can get in her way.

On a recent Saturday, we found ourselves sans schedule – and she asked if we could super pretty please go to the Lego store…at the mall. Normally, I might invent any excuse to avoid this excursion, but the day was unusually open — I could make her really happy — and she wanted to buy herself a birthday present with money saved from her allowance. So, game on.

The last thing I expected to encounter on this excursion was a dynamic duo of super fan sales associates who’d landed the ultimate gig in their mind; selling Lego. Unlike the catatonic attitude that plagues many mall-based retail employees, these two grown men were eager to explain scenes, sets, and models, suggesting ideas from other collections for unique “builds.” Not only did they know everything there was to know about the Friends collection (definitely not their demo), they exchanged stories of their own Lego projects at home, even down to which characters loved what and what pattern was on whose bunk bed.

This may come off as slightly odd (I had a thought or two), as most adults see Lego as a children’s activity that is ultimately outgrown. But these gentlemen took great pride in their roles, even in educating us about the lifespan of Lego interest. Apparently, it stops around 12 or 13 but then picks up again approximately 15 years later. (Considering how many of these things we have in our playroom, what I really wanted to know was how long it takes for Lego to accrue enough value to become a vintage collector’s item.)

It is refreshing to see people who, even at an hourly wage, totally and completely love the products they sell. They won me over, so much so, that I will no longer be buying Lego at the much-more-convenient online superstore with a free shipping membership, but instead, will actually seek out ….the mall. Why? Because it’s more fun!

And, in case you were wondering…Lego — even when it’s plural — is always Lego. And if you really consider yourself a fan, it’s LEGO. #themoreyouknow.

CNN.

March 27, 2018 · By Amy Swift Crosby

Dear CNN,

As I watched your recent interview with Mark Zuckerburg, I found myself shaking my head in disbelief. Not because the tech titan now finds himself in the middle of a data sh$t storm, but because your reporter conducting the interview, Laurie Segall, appeared to be flirting the Facebook CEO into answering questions. In this age of #metoo and equal pay, are you serious?

Did CNN intentionally enlist a beautiful female reporter — and then instruct her to bat her eyelashes, cock head suggestively and use a modulated voice to intentionally coax sound bites out of the normally private Zuckerberg?

Here’s the message you sent viewers.

We need to be seductive to get information.
We need to employ mating signals to make men trust us.
We can’t be forthright when asking for appropriate information.
Our voices have to be soothing and gentle to be persuasive.

I wonder if it ever crosses the minds of Anderson Cooper or Don Lemon to modify their behaviors in these ways. Erin Burnett certainly does not appear to.

CNN, you may have a lot on your plate in the age of fake news and perpetual fact checking, but I’m pretty sure Ms. Segall could have gotten the same information by just being the grounded, legitimate journalist she already is.

These kinds of shenanigans really date you as a news organization.

Please don’t encourage them.

Regards,

Every woman you know

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About Me

photo of Amy Swift Crosby

I’m a brand strategist and copy writer. I mostly work with partner agencies or directly with the leadership or founding team at a brand. My primary mission is to connect design and messaging solutions to business missions. I work with start-ups and Fortune 500 companies, across beauty, hospitality, wellness/fitness, CPG and retail. This blog reflects my personal writing and explores our humanity – often as it relates to work, space, time and language. You can review my portfolio here or connect with me here.

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The Brandsmiths Podcast



Brand Strategists Hilary Laffer and Amy Swift Crosby tackle business questions with candid, (mostly) serious and definitely unscripted workshopping sessions. Guests – from small business owners to CEOs, executive directors and founders – bring their head-scratchers, hunches and conundrums to Hilary, the owner of a boutique creative agency in Los Angeles, and Amy, a copy writer.

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