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Amy Swift Crosby

the story is in the telling

Small Business

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.)

Small Business

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. 

Big Life

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.

Big Life

The Ensemble Life.

March 22, 2016 · By Amy Swift Crosby

I’m gonna give some love to Gwyneth Paltrow today. Hold the tomatoes please. I see a lot of love/hating about GOOP and GP’s seemingly impenetrable veil of superiority. But I view it and her differently. I actually think she’s doing a lot of things right, and I’d venture that she’s a lot more vulnerable than most people perceive.

Although we aren’t friends, what I see is someone living an ensemble life. Her interests are varied – to the point of nausea for some – but I think they are genuine. So she acts, she sings, she writes, she’s an entrepreneur, a style icon, a mother, a conscious divorcee, a tech leader, a beauty expert…a chef. Ok, it’s annoying but ONLY because most of us feel like…well, that’d be nice…easy for her…I coulda done that…big deal. And I think what she also may spark in some is a sense of under accomplishment. I know for me, when I see everything she’s able to do and impact, I feel a little like – am I living my potential? And, what else? What’s my next adventure? Side hustle? Interest? Investment?

So I’d like to say something without inviting too much negative mail – this can (kind of) be your life. I’m not saying that you too can rent this villa in Italy and the private yacht that comes with it with your Spanish speaking children and two-hours-a-day-workout-body if you just work harder, but, I feel like for a modern American woman, this TYPE of life is sort of possible — just taken down a few decimal points (basis points?!).  It’s textured, interesting, multi-dimensional, adventurous, brave. Yah she’s got a lot of advantages, but who cares? She could sit back and enjoy being wealthy and gorgeous, with a few selective acting gigs. But she stepped out, threw her hat in the ring, and if anyone can say “good for you” its people like us – doing the same thing. GP is a solid muse for being unselfconscious about her ambitions, and really looking out at the world – and having it her way. I’m betting she’s having a lotttttttta fun.

Do your thing. Express. Write. Start. Join. Lead. Follow. Innovate. Make. Be who you want to be. Have hobbies, interests, ventures. Channel Richard Branson, Tim Ferris, the barrista who also tutors math, is a classical pianist, writes a blog about art and flips houses on the side. It keeps you engaged, interesting and walking the sh$t out of whatever path you’re on.

I’d venture to say this…is the new normal.

Big Life

Tinkering.

March 15, 2016 · By Amy Swift Crosby

Here's to "productive", or "non-productive" putzing. Because it's all productive.

“I’ll be out in the garage” is a phrase often uttered by my husband on weekends. What exactly happens “in the garage”? Some days he’ll emerge having reorganized all of his bikes, surfboards, SUPS, kayaks, skateboards (shall I go on?), and other days I can’t tell if anything really happened. But I think that’s the point. It doesn’t have to.

And it’s why I believe in tinkering.

The guy gets to be alone, without an agenda, without the kids asking to play monster, or me asking about the status of the (insert chronic historical house problem here.) He gets to do no-thing, while doing some-thing, and think. But he gets to think without being charged with thinking. And he gets to use his hands and figure stuff out – work stuff out – build stuff out – without much attachment to an outcome or life-changing expectations. When else in your life do you tinker – with no strings attached? This is how problems are solved, ideas born. Garages are ideal, but there are other options, too.

I’ve solved client issues while building magazine collages with my girls. I’ve thought of short stories while washing dishes or cleaning out the spice drawer. I’ve dreamed up solutions to friends’ conundrums – personally, in business, in life – while weeding my vegetable garden. 

My grandfather used to spend hours “down at the boat.” I’d see my grandmother roll her eyes at this, as we all knew the boat hadn’t actually worked in decades. But now I get it. And respect it.

Should we consider Intentional Tinkering? Conscious tinkering? LeanInTinkering? Tinkering Forward?

Someone stop me.

Big Life

Badassery.

March 1, 2016 · By Amy Swift Crosby

Climbing Kilimanjaro (the hard route!)? Badass. Too bad I can't post my natural childbirth pictures #thebestkindofbadass. Photo credit Kurt Marcus.

When you feel like a badass, life is good. Typically you’ve nailed a project, done something heroic, completed a marathon, landed a gig – whatever. You know it when you feel it. But what if we could badassify our lives a little more? Here’s my rationale: the more you feel like the best version of yourself you can be, the more you exceed your own expectations, and the more you choose yourself when the world would have you another way. When you choose yourself, a positive domino effect ensues. In short, more good sh$t happens.

Here is what helps me channel that feeling on a day to day basis – whether I’ve done anything memorable, exceptional or newsworthy, or not:

1. Surround yourself with teams and people who make you feel like you’ve achieved something – just by being in their company. They don’t have to blow smoke up your….skirt…or do anything other than share air and space and even better, a shared passion or project with you. Just being with people you respect and admire – like a lot – brings out the badass in us.

2. Revisit moments from your life that made you feel limitless and amazing. You can see a couple of mine referenced in the photo. So many of us forget that we’ve blown our own minds!!! It’s worth a trip down memory lane to remember.

3. Disrupt your day to day conversation with people by telling them the good things you see in them. You can start off with, “You know what’s incredible about you?” and then SEE them in the way that only you see them, and tell them about it. “You give the clearest, most actionable feedback anyone could ever hope to get,” or, “You can take the most awkward moment and make it hilarious,” or, “you have the body of Jessica Alba, the intellect of Madeline Albright, the presence of Michelle Obama and the wit of Chelsea Handler.” (If you know anyone like that please introduce us.)

Here’s to being a badass, and not waiting for moments in the sun to feel it. #everydaybadass.
PS. Props to my old friend Jen Sincero who wrote a book on this subject titled, “You are a Badass.” Perhaps you’ve seen it at the airport as it is nowhewwwwge (another Jen-ism.)

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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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