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The Copy Minimalist

Your systems aren't the problem. What's underneath them is.

Published about 1 month ago • 1 min read

the copy minimalist

issue #245

Something I keep seeing in the agency space.

Things start growing. More clients, more people, more output.

And instead of getting easier, everything gets harder. More rework, more miscommunication, more meetings that exist just because nobody's on the same page.

The instinct is to fix operations.

Better SOPs.
Better project management.
Better tools.

Those are reasonable moves. But they rarely hold.

Not because the systems are bad.
But because the systems don't have anything solid underneath them.

​This week's column is about the order things need to be built in.

Identity and positioning first.
Systems on top of that.
Craft sharpened within the structure.
Scale as the outcome, not the objective.

I also wrote about what I've seen on both sides of this, including what working with Homestead Studio taught me about what it looks like when the foundation is actually there.

​Read the full piece here →​

Talk soon,

Matt

P.S. If you're leading a team and the growth is getting louder but not clearer, I'm available to help.

P.P.S. Copy reviews, copy coaching, and copy clinics – all available here.

600 1st Ave, Ste 330 PMB 92768, Seattle, WA 98104-2246
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