Say what you mean.

Many brand projects stall in translation. The founder knows what they want but can’t articulate it.

You say branding and mean logo.

You say design and mean everything. 

It’s like telling a contractor, “make it nice.” You’ll get a version of nice. Theirs, not yours. Then the revisions start. The timeline stretches. The invoice grows. Scope creep can be a project (and relationship) killer.

Don’t get me wrong, I love a good blue-sky brief now and again. But even blue skies need boundaries.

When you can name what you want (the look, the feel, the purpose) you spend less explaining and more building.

I’ve had founders ask which books to read so they can explain what’s in their head. Not to become designers, just to speak the same language.

Learning creative vocabulary gives you the words to describe what you see, feel, and want built. When you can tell the difference between a leaflet and an email blast, or between a designer and a brand strategist, your ideas move faster and land sharper.

Sit with:

Where do you get lost in translation with your team or agency?

What words feel unclear when you brief others?

How could clearer language change the way you lead?

Need help coming up with one word you should learn before your next project? Let’s talk

Ian Adams, Founder the little red sofa

Before founding the little red sofa, I led strategy and creative for brands like Jeep, HSBC, and Unilever at top global agencies and in-house teams across 8 countries. Now I work with founders to turn brand clarity into sustainable growth.