Standing Orders
General Strategic · Internal
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All swan, no legs.

Effortless takes effort.

The work is the work. The working is private.

Don't show the late nights, the eighth draft, the panic at 6am, the friend at Treasury we called.

The client is paying for the swan, not the demonstration of how hard it was to be the swan.

The product is the polish.

  1. 01Don't reference the effort in client communication. Ever. ‘We pulled an all-nighter’ is for us, not them.
  2. 02No CCing the team to demonstrate scope of work.
  3. 03The client should be surprised it was hard, not impressed by how hard it was.
  4. 04Polish before send. Always.