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Amy Swift Crosby

the story is in the telling

Conditions

May 3, 2016 · By Amy Swift Crosby

At the farmers market in my hometown, Eugene, Oregon a few weeks ago. Good soil. Wet weather. Love. You can see what good conditions produce!

One fantastic thing about aging – or really just the passage of time and the experience that comes with it – is how much we clearly see the conditions that support our success. You start to deeply commit to what it takes to be not just happy or successful – but actually effective.

This idea is easy to overlook. Conditions create the environments where you thrive, but can be easily ignored because they aren’t the “thing” themselves. They’re the supporting pillars for the “thing.”

Some examples here that are particular to me – and I’m sure an athlete, actor or CEO would have their own (very different) list.

Writing. I am on so many calls all week – which is part of my work – so I don’t nearly have the time to write that I used to. That means I have to create it – schedule days with no calls, no meetings. I protect these fiercely because if I don’t, I’m not as focused and good as I need to be. Saying no… in order to get to something right and good and persuasive – takes space.

Meetings. I almost always insist on an agenda (if I don’t see one in place.) An agenda-free meeting is one without the needed constraints to keep everyone focused and making decisions. Creating it or asking for it is an extra step that takes time. But without it…you have rabbit holes.

Media. I love reading, listening to podcasts, discovering new music, streaming TedTalks…all if it feels like fertilizing a garden of understanding the world, people, ideas. But not all of it. If I find myself deep into something silly – celeb gossip, Facebook, someone’s headlining misfortune – I try to move on. Not useful. Creates cobwebs. Dark thoughts.

Texts/Emails/Social: I don’t read email first thing in the morning, or during dinner with family, and I am completely out of the loop on viral jokes, and all the “things” that populate the internet for wow factor. This is because I guard my attention. I see how my device hijacks me. I feel this tension – and resist it as much as possible. It’s enough as it is!

Socializing: Once I learned that I’m actually an introvert (misidentified as an extrovert), I immediately understood why I regularly practice the Irish Goodbye at parties, and often leave an hour or two earlier than my husband. I have a certain social / party chatter tolerance – shorter than most, perhaps – which used to feel like a lack of endurance. But now I see that it’s my natural protection mechanisms kicking in – preserving physical and mentall space for my benefit. It’s a wall I recognize for it’s usefulness to my emotional hygiene.

What are yours?

Like everything, there are exceptions, and of course staying out till 3am is fun, and watching Jimmy Fallon’s “Ew!” is amazing, and catching up with a friend when you should be writing your book is worthwhile. Yep. But personal policies also make space for what matters, and at the end of the day, you actually know what happened – instead of wondering “where the day went.”

Here’s to good waves, a strong Dow, fluffy snow…and all other optimal conditions.

Solving Obvious.

April 27, 2016 · By Amy Swift Crosby

It’s easy to think that all the “good” problems have been solved. With thousands of apps populating our universe, many of us lean toward a feeling of apathy. With a market saturated with solutions, it can feel like everything interesting has already been designed, launched and “solved.” But there are so many problems – obvious ones – that have yet to see the light of a solution. Some of them are global. Some of them are local. World peace feels too pie in the sky, while local trash pick up feels adorable, but not very potent on the impact scale.

Yet we all want to do something. So what if we approached problem-solving (and business creating) from a more obvious point of view? What if we said: What’s close to me (in passion or proximity) that I can affect? What’s in my immediate world? What group of people – big or small – need me or what I know?

Not everything has to be a business. And not everything has to be a volunteer project. But it would be nice to know that at the end of our lives (not to be morbid), we left it all on the field. We wrung ourselves out with giving our gifts, and bettering other people’s lives. Within this benevolence there are needed boundaries and self-care – but if we spent less time thinking up dynamic, never-been-done-before ideas, and more time solving the obvious issues in our midst…healing, supportive hospital food, global access to maternal health, natural deodorants that actually work, meditation/calming resources for teens…to name a few out of thousands. We could make change we can see and feel.

Remember that some things are NOT obvious to other people – but once you know them, you can’t ignore them.

First step? Open your eyes. Someone needs you.

Wisdom.

April 19, 2016 · By Amy Swift Crosby

A portrait of wisdom. Captured by Face on a Train.

What’s the difference between being smart and being wise?

Smart: Crunching the numbers on a loan / Re-Fi / vacation / new car to share with your partner.
Wise: Knowing when to present that information when he/she can hear, digest, contemplate.

Smart: Identifying blind spots for your client.
Wise: Knowing how to contextualize them.

Smart: Understanding the science of opens, eyeballs, conversions, engagement.
Wise: Knowing that without art, none of it matters.

Smart: Working out, eating right, sleeping plenty, meditating.
Wise: Not freaking out if one (or all) don’t happen every day.

Smart: Watching / using your social feeds to move your needle.
Wise: Knowing they only move so much, so fast.

Smart: Bringing desired, substantiated deal points to the table.
Wise: Not using ultimatums to get them.

Smart: Anticipating roadblocks and raising them early with your team.
Wise: Inviting other people to co-author solutions with you.

Smart: Doing what you can to keep your natural glow, youth, juuuge.
Wise: Remaining recognizable, loving your laugh lines, not taking it too seriously.

Here’s to both, working together, in perfect harmony.

Happy Faces.

April 12, 2016 · By Amy Swift Crosby

I don’t like to compare the way men and women do things. I like and appreciate our differences, and I’m even good with most of our gender-specific approaches to things. But some thing is happening to us (women) that I need to talk through. Enter…

Exclamation points!
Emojis of any kind.
Prefacing.
Apologies.
“Maybe it’s me, but…”

Many of us are apologizing for having an informed, gut level, professional or otherwise valuable opinion. And we’re doing it in a way that is quiet, and a little bit insidious. It feels like we’re just being nice – but what we’re saying to our teams and ourselves is, our involvement requires a preamble, excuse or pardon. I don’t see men doing this.

Is it okay to not agree? Does delegating work require so much permission/explanation/exhaustion? Is a little debate cause for anyone questioning whether people like them? Yikes. Are we all getting that sensitive?!

Besides just being the right thing to do for better, clearer, more honest communication, the more each of us propagates this false sense of “don’t-worry-I’m-not-mad-but-I-feel-this-way” digital falsity, the more the rest of us sound tone def – as though we might be insensitive, too brutally honest, or my favorite…bitchy.

No. We aren’t anything. We are doing business, and kindly, respectfully putting thoughts into the world that will hopefully move something forward.

Let’s check our intention, then weigh it against the best and highest expression of the thing at stake. Then write emails/texts that mean what we say, without a giant mattress under each one lest someone on the receiving end have an emotional crisis and fall down. I’m all for thoughtful and considerate – but these have become everyone’s crutch (and expectation) and constantly feel like an unnecessary apology.

Get more creative. Articulate yourself. And remember that sentences end with a period, not a happy face.

Have a great day!
(And I mean it.)

Mr.Sullivan

April 5, 2016 · By Amy Swift Crosby

If you’re a business owner, service provider, maker, freelancer – you (hopefully) invoice regularly. Just as I love a peek inside someone’s closet or refrigerator or supplements cabinet, I also love to notice how different people submit invoices. It says a lot about you, funny enough. What you’re doing, on a deeper level, is saying “I’m offering you the best of what I can do, and this is how much it costs.” It’s kind of intimate, actually. So why, at times, are invoices such an afterthought? Why have I gotten so many of them from freelancers or interns or vendors with wonky spacing, typos, incorrect math…it’s the most overlooked aspect of what is actually part of your brand, and surprisingly, an aspect to your marketing.

I got this typewritten gem from my painter the other day. I love it because someone, somewhere, took the time, on a TYPEWRITER, to send me a $200 bill. Not much money, but a beautiful service provided, all consistent with the gentleman who owns the business, who puts a Mr or Mrs before addressing anyone, including himself!

It doesn’t matter so much that you take a fancy digital approach to submitting fees for products or services rendered, or a more old school one like the above, or even a hand written one – as long as you do it with the thoughtfulness that this exchange very quietly demands.

You did something. For someone. Make the last gesture of the transaction as lovely or at least as consistent, as the quality of your work.

And…here’s to paying bills and sending bills. Paying them means you’re using your money. Sending them means you’re generating it.
All of it’s good. 

Spirit Animals.

March 29, 2016 · By Amy Swift Crosby

Red Tailed Hawk? Gray wolf? Cheetah? Consider what you need - the animal should embody it.

Several weekends ago, I was at a meditation retreat at Kripalu with one of my teachers, David Harshada Wagner. Something continued to come up for me that I couldn’t resolve. It’s not overwhelm. It’s not busy-ness. It’s not too much. It’s more like – YES – I love all this good stuff coming my way – but I also need an extra me to ENJOY it. Besides meditation, I asked, how do I gain more agility? More stamina? More bandwidth? More everything?!?!

Many of you are in the same boat…especially if you’re living an Ensemble Life (see last week’s post.)

His answer was hilarious – he even laughed out loud saying it.

“You have a capacity issue. And while there are many ways to change that, an easy one is through your spirit animal.”

After fully enjoying how very West Coast that wisdom really is, we got serious. I’ve been operating as a gazelle – a light, bounding, quick-footed animal leaping through the prairie. And that was great for my 20’s and part of my 30’s, but now I”m a mother, an author, a grown daughter, a wife. Now I need the power, strength, foresight and leadership of…a lioness. Boom.

I have a feeling you’ve traveled a similar path.

As funny as it sounds, your energetic source material – the thing you channel in your day to day essence – really informs your ability to find capacity. What’s even more interesting, is it doesn’t look that different on the outside, but on the inside, the architecture shifts and expands.

What you may need is to slow down, to do more in less time, to get smaller, to get much, much bigger. Whatever it is, an animal makes it embodied.

Thanks for not thinking I’ve gone down a mystical rabbit hole today. Once in a while the woo-woo magic is pretty practical.

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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.

Photo - Andrew Stiles

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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