Some of the most interesting conversations I have had recently were with clients building young brands. There's a particular kind of candour that comes with that territory, especially the honesty around the pressure they are under to skip past foundations and go straight to scale.
What strikes me is not the ambition. That makes complete sense. What stays with me is how little room there seems to be to stop and ask the quieter questions. What do we actually want people to feel when they encounter us? What connections are we creating consistently, before we hit the accelerator? Is the goal just to grow, or is it to last?
