White Space Is Not Empty Space

Clients sometimes ask us to fill the gaps. We try to explain that the gaps are doing most of the work.

The first version of anything is a question, not an answer. Treating it that way makes feedback easier to give and much easier to hear.

We schedule unstructured time on purpose. Some of our best ideas started as an afternoon with no plan and a stack of old magazines.

Taking notes by hand is slower, and that is the point. The friction forces you to decide what matters before you write it down.

Deadlines help, but only when they are real. A deadline that everyone knows will slip is just a date on a calendar.

We try to write for one specific reader. When a paragraph confuses that imaginary person, it usually confuses everyone else too.