Who is it for?

I am bad at most things in life, but I’m good at writing marketing pages. I can take a thing that I know you probably want but are a little afraid to invest in, and I can make it feel warm and generous and made for you. I can defang your objections without it feeling adversarial. I can edit something within an inch of its life, such that it feels like I’m not wasting the ten-odd minutes it takes you to read it.

It helps that I’m also pretty good at selling things that seem natural for people to buy. My books meet the moment. My consulting offerings read the room. Yes, sometimes I screw this up, but I have more hits than misses, and that’s all that really matters in the grand scheme.

And so I’m stuck with a draft of the marketing page for Store Design, unsure of what to do with it. Here are some things that we’re facing right now. Hopefully this text is about the broader creative process, and making something for the right people and the right reasons.

Most of the time, the person buying the thing needs to have their mindset shifted into a place where they’re ready. Then they can practice the tactics themselves. In store design, the tactics are for individual practitioners: developers, value-based designers, other consultants. The medicine is for store owners.