Last week Matchstic had a very humbling, but educational, experience. We lost a potential project and it wasn't easy to swallow, but I learned a ton from it.

I learned that there is no such thing as over communication and that crystal clear clarity is a remarkable trait. It is easy to get neck deep in the norm of common practice terms (like hybrid, SEO, logotype, and comps) and toss them around like paper wads heading for the can, but what do those words look like to rookies in our world (i.e.- new clients)? Regardless, at the end of the day the responsibility lies on our shoulders to hold their hands and set expectations. The burden is on us to ensure they have crystal clear clarity.

Crystal clear clarity is much more than just understanding the proposal or grasping the conversation, it is several reminders, several conversations, several examples, and several emails. It is "beyond the shadow of a doubt". It is border line annoying. It is so concrete that it never strays. It is little reminders here and there to keep the path straight and narrow. It is crystal clear clarity.

It was a valuable lesson, and in a way, I'm glad it happened. Next time though I'd just prefer to read a good blog article about it

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