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Amy Swift Crosby

the story is in the telling

Blinders.

May 22, 2017 · By Amy Swift Crosby

This is a story about the benefit of intentionally limiting peripheral vision — for a finite period of time.

A few years back, I was in the hospital with a contagious and (at the time) unknown condition that posed a public health issue (thanks to modern medicine, Victorian diseases are now curable.) I was quarantined in a negative pressure room with two heavy glass doors — one to the outside hospital floor, and one to my room.  I half expected the nurses to wear Hasmat suits, their fitted masks always covering half of their faces. I found myself alone with my thoughts — big, scary, unthinkable thoughts. For anyone who has spent time in a hospital, you know that all you want to do is get out. Not knowing how long you have to stay is a particular kind of torture. My early days were filled with doing whatever it took to not fall apart. What’s wrong with falling apart? Nothing at all. But when you know you have to keep it together for an indefinite length of time, keeping emotional mayhem at arms length seems perfectly justifiable.

Not being able to see my little girls, my husband, my friends, and knowing that it might be a while before I could see them, was a harsh realization. Strangely, it was at this time that something unexpected and fierce kicked in, almost involuntarily. In an isolation unit, I made the choice to stay present, as acutely as possible, to my immediate surroundings, doctor visits, and the times my husband could be in the room by my side. In my mind, the future was either infinitely hopeful, or unnervingly bleak — and because I didn’t know what the future held – I had to make a conscious effort to tune out either extreme. I distinctly remember forcing myself away from the rabbit hole lurking nearby.

I’ve heard extreme athletes talk about how they manage pain and distance in this way. North Pole explorer Ben Saunders talks about only putting one foot in front of the other, in the course of a 900-mile journey, as one way to manage the journey still ahead. By blocking out their immediate future — which is just too big to endure at times — they find relief in presence.

Recognizing that sobbing and losing my mind was not going to make anything better, I began a disciplined practice of not indulging in anything outside of “here and now.” This allowed me to conserve my energy – for whatever was in store. Some people later called this brave or resilient — but I recognize it for what it is, and for me, it was survival.

I’ll bring this back to intense periods of work or life cycles — and here’s why. Sometimes, when the work / people / deadlines / expectations / inner dialogue are unusually heavy or loud, I find that these same blinders function as a curtain on what can’t be immediately solved. They pull focus — just for a period of time, especially in a crisis.

Having the ability to shut a few things down that I can’t control, to power up for what I can, has proven to be a an invaluable skill.

It’s amazing to me that unprecedented strength can be born of such fragility. And how temporary blinders can serve as safe passage to whatever is next.

I like to think of this strategy less like a dam holding back rising waters and more like a sieve narrowing the flow; Its one way to manage feelings that would otherwise cause certain collapse.

Free.

May 15, 2017 · By Amy Swift Crosby

The bare face goes far beyond #NoMakeup
Alicia Keys Image Courtesy: Fault Magazine
Christy Turlington Burns Image Courtesy: Valentino 2017 Spring Campaign

When Alicia Keys started her #NoMakeup movement, like many of you, I said finally, a famous woman standing up to false ideals of feminine beauty standards and the quest for eternal youth — someone in the limelight, unapologetically showing her un-made up face. Her message was unequivocal:  “I’m not going to cover myself up anymore; not my face, not my feelings, not my dreams, not my pain. No more.”

YES. Could you high-five that woman any harder?

Lipstick, mascara, concealer –  these are the enhancements that we think make us more valuable or wanted. It’s totally fun (I love make-up), but it’s also a crutch, something that let’s us obscure reality, or create an unhealthy hiding place. We’ve created lots of them:

Apologizing for no reason.
Deflecting compliments.
Being ashamed of our emotions.
Questioning our gut instincts.
Asking for less.
Botox.

When we get real with ourselves and others, by speaking or being the truth, drawing boundaries, trusting ourselves — confidence, and with it freedom — become real.

I love seeing advertisers like Valentino (Christy, above) celebrate a naked female face, because it’s really expressing much more than a fashionable aesthetic; it’s no handcuffs. No industry. No veil. No apologies.

Crutches aren’t the enemy.
It’s the false pretense that they determine our value, that is.

When we’re free, from whatever has us captive, it feels different. We can breathe, because we’re more fully expressed. We stand in our talents / scopes of work / leadership — not with indignation or self-righteousness, but with a quieter, more truthful strength that doesn’t need to be radicalized, to be real.

Left Out.

April 24, 2017 · By Amy Swift Crosby

Remember the days of playgrounds, spiral notebooks and late bells, when a good day at school was feeling part of the group, and a terrible day was feeling like a third wheel, like everyone was “in” — except you? Not much has changed.

I was part of getting an idea off the ground not too long ago, and had to step away from it for a variety of reasons. When the project gathered momentum, and began to take flight, it was hard to watch. I was no longer its guardian, and although I can see why my attention needed to be elsewhere, I’d be lying to say I felt fine about it. I don’t totally (quite yet.)

Feeling “out” from any community, project or business can still feel the same, no matter your spiritual evolution or life experience. Unlike being a kid, as an adult you have perspective and other tools to lean on if it happens. But it’s amazing how quickly it can take you back to those formative years, and reignite old pathways you assumed were healed.

Just like there’s no other way to get over most things than to walk through them, when you sense you’re being left behind – or pro-actively need to shift your gaze — the fastest way through it is to say the thing you can’t imagine verbalizing to other people.

Why? Because the inner conflict of feeling bad about it, and telling yourself you don’t feel that bad about it, is kind of worse than the situation itself. It’s denial (and you know it). It’s inner-marketing, the most deceptive kind of sales pitch. It’s host on host, you vs. you. And the stories we tell ourselves, and pray that we can stand to believe, are far worse than the “spin” we might tell others.

Find your ally in the group, someone you trust, and who knows you. And then say it. Say the thing you don’t want anyone to know.

“I feel left out of this.”

Nothing may need to change (as in my case). Or something might. But you’ll free yourself from a half-truth that will eventually have an erosive, self-defeating effect.

The solution starts with you. Not them.

The Ask.

April 4, 2017 · By Amy Swift Crosby

Some people really know how to ask for what they want. Courtesy Universal Pictures

No one really teaches us how to ask for things (I just realized.) When you’re a kid, you’re supposed to put a “please” in front of your questions, but that’s about all the training we get. Women, in particular, haven’t had a lot of conditioning in asking for what they want or even what they need. Many of us know what we want, but do not know how to ask for it.

This muscle was put to the test recently when I started a personal project that includes asking for something from a few women I really admire, who are really busy, and who don’t have time for much extra — to do something for me.

What if they say no?
Or worse, what if they want to say no, but don’t know how?
Or maybe the worstest — what if they just say nothing?

The art of asking comes down to being specific about why someone’s input / contribution / introduction — whatever — is so important to your process. The more you can shine the light on why her, why now, why for this — the more likely she’ll see her power in changing your life, and…say yes.

So that’s what I did. And yes, they said yes! #yassss

Now, can I ask you for a favor? You can help me with this project by following @smartypeopleblog on Instagram, because followership matters to the gatekeepers-that-be.

Since you are the ones who have made this blog popular and viral and known to women from Poland to Paris to the Palisades, I think you are also the ones who will help move it to the next iteration.

Thank. You. So. Much. !!!

Xo

Amy

Room.

March 28, 2017 · By Amy Swift Crosby

Spacious (actually) starts on the inside.

Actors have agents.
CEO’s have assistants and VP’s.
Celebrities have PR people.

But most of us don’t have these human filters that tell us what’s important, who needs a meeting, who doesn’t, what favors should we do or not do. So we have to prioritize them ourselves. Fair enough.

We know we have to say “no” when we want to make something big — to write a book, complete a project — we accept fewer invitations in order to focus on milestones. That obviously makes sense. But what I’m more interested in are the transitional moments that might seem unremarkable — but that are meaningful all the same — that you can’t plan.

I always notice that when my work schedule is back to back, I can’t even imagine new business ideas much less recognize them if they knock on my door. And I also miss tiny, unexpected moments; my kids’ sharing a story before bedtime or a concern expressed in the car on the way to ballet. When every minute is accounted for, there’s no room for unexpected loveliness.

It’s the same rationale that a swanky restaurant employs by (secretly) keeping a VIP table open. They want the ability to say “of course we have a table for you, Mr. Clooney,” (should he walk in). But that’s intentional. Planned. Anticipated. Some “no” had to happen for that table to be available.

There’s a difference between what you know you want, and the things you can’t predict you’d hate to miss. Could be a dream opportunity, or a bath instead of a shower.

Create space. Make some room.

Generous.

March 21, 2017 · By Amy Swift Crosby

You don't have to be a sadhu to be surprisingly kind. Photo @Jenniferromans

This is a story about the (surprising) gestures of others, and their lasting impact.

When I first got out of college, I worked at CNN, as the assistant to a very visible VP. While he was away at a European bureau, my (new) used car caught fire while I was driving it, melting the gasket. I was new to Atlanta, to my job and company, with no real friends yet  – working with a limited budget — and had to quickly solve how to get to and from work every day. In 1994, you bought a car through classified ads, so most of these negotiations took place on the phone.

One day, as I zigzagged between mechanics reports on the fax machine, printing insurance documents, my busy phone bank, and a mess of papers accumulating on my desk, a nearby manager – who also reported to my boss – came by my office. She admonished my use of work hours for “personal calls” and informed me that she’d be taking it up with the boss. I was distraught, embarrassed, and unsure of what side of “right” I was on. If I was out of line, I wanted to volunteer that information myself, rather than get reported by Lady Blah Blah.

When the VP called from London later that day — back when long distance calls sounded crackling and distant — I relayed what had happened (and was so nervous that I started to cry). The first thing he told me to do was go into his office and shut the door. Saving me from office humiliation with this gesture was my first surprise.

Next, after hearing me out, and having actually already gotten an email from the ambitious manager, he said, “I got her email, but I trust your judgment. Take care of your situation, do your best job, and let me know how I can help you when I get back.”

This guy – in the midst of the Gulf War news crises — could have fired me, or at least leveled me before moving onto more pressing tasks. But he gave me the benefit of the doubt — an unproven 22-year old, and definitely the least important person there. I’ll never forget how that felt, and how it changed how I trusted myself.

We likely don’t realize how our (re)actions or words impact people for years to come, and how impressions make a lifelong mark. I could have shared a negative story to illustrate this same point  — because there are some (juicy ones) that stand out. But I wanted to share this one because we all have a choice when we react, and inside the hours of any given day, get unexpected opportunities to make one.

It doesn’t seem we can lose by choosing generosity.

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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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