Experts think looking like an authority means turning the volume up on everything, when the real move is alignment, not inflation, and a borrowed mood board is the fastest way to look like everyone except yourself.
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I almost passed on one of the best consultants I ever hired because of his website photos. Here's why judging the cover isn't shallow, it's how humans are wired, and what it means for your visual presence.
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Twelve years ago I was a photographer hiding behind the camera, producing pretty photos that did almost no real work for the people I made them for. The gap had a name. I just didn't know the name yet. Here is the letter I wish somebody had handed me back then.
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