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Amy Swift Crosby

the story is in the telling

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.

Kenny.

May 24, 2016 · By Amy Swift Crosby

Unlikely gurus: Kenny Shopsin

I used to go to Kenny’s restaurant when I lived in New York City. One reason I loved it, besides the six pages of comfort food offered on the menu, was that it had a lot of idiosyncratic rules; I saw real estate brokers get kicked out for talking on cell phones and bankers get asked to leave for thinking they could sit more than four in a group. I saw uptown ladies get schooled by Eve, the co-owner and waitress, about the uselessness of “dressing on the side,” and celebrities enjoy long lunches – undisturbed – because inside Shopsins, they felt safe. The main rule was Don’t Be An Asshole. That’s a heck of a mission statement.

I love how clear and unapologetic Kenny and Eve were about who could pay them, and who could F%ck off. I use that language because that’s how they talk – whether you’re a New York Times food critic or a condo broker. Being a customer was something you earned, not something you became by using a GroupOn. Here are a few gems from Kenny:

1. The most profitable item on the menu, out of hundreds (not a minimalist, but still an essentialist) is iced tea. And what is iced tea  but basically …water. The margins on an item that almost everyone orders are enormous. He knows it and gives free refills. And still makes money on it. (Where are your easiest, biggest margins?)

2. A milkshake, once perfectly thick, will never become thicker. It just can’t get better than it is, it only goes downhill if you try. So don’t. (This is a don’t guild the lilly kind of thing. You don’t have to make something good even better. With so much pressure to evolve and recreate and entertain our audiences, sometimes a good thing can stay exactly, precisely the way it is.)

3. Running a restaurant (for him) is about running a restaurant. It is not a means to get somewhere else, like so many endeavors. (OH. THANK. YOU. Why must evvvvvverything be a means to a show or a book or… a whatever?) I’ve always had ambition fatigue. He’s refreshing.

In a time where “customer acquisition strategy” is part of our everyday small business vocabulary, Kenny, for me, is a beacon of hope. Make good food. Keep your good customers close, and let the others find somewhere else to eat. And… don’t mistake fancy for elevated. Shopsins is a 5-star establishment in my mind. You don’t need a white tablecloth to be extraordinary.

Enjoy…xo

Over Everything.

May 17, 2016 · By Amy Swift Crosby

Over committed.
Over extended.
Over burdened.
Over invested.
Over stretched.
Over achieving.
Over done.
Over wrought.
Over selling.
Over reacting.
Over board.

These cycles can happen to the best of us. We get onto a freeway going the speed limit, and within weeks or months find ourselves on the Autobahn. 60MPH becomes 90MPH. Soon there’s no off ramp, because you’re so embedded in what you think you “have” to do, you forget where you’re even going. Soon, the hobbies and extras disappear from life – an hour of email on a Sunday turns into six. Work feels like it’s got you on a leash – you can bark or you can get pulled – but unhooking never crosses your mind. Whether we get addicted to feeling needed and necessary, or find ourselves drowned in “passion” projects that steel precious life real estate, or engage with clients who need more than they can pay for, there’s no good reason to feel busted at the seams. Correction – there is a good reason – and that reason is to see the ultimate failure in it, and to get your life back. It’s what Essentialist author Greg McKeown calls “protecting the asset.” That asset is you.

Yes, there’s so much to do.
Yes, you have so much potential!
Yes, they need you and want you and are likely better for having you.
But without you, there’s no to-do, potential, client, product, message…

This book came at the right time for me. If you find yourself over delivering, over and over, and sitting at your desk at some point feeling over it, it’s time to read this big little life saver.

I know, #Overkill. But truth.

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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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