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Fierce on The Page by Sage Cohen

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11

Know Yourself, Welcome Yourself

When I was hired by a large company to write a campaign for a brand that hadn’t been articulated yet, I enlisted the help of my friend Sarah. Sarah is a brand strategist, the founder of a wildly successful company, and one of the smartest people I know.

The plan was this: Sarah would articulate the brand strategy, and then I would write the communications that expressed it. In the past we’d collaborated in this way for a range of corporate clients, to great success.

As I sat in the executive conference room at the tippy top of a San Francisco office building, listening to Sarah deliver her impeccable argument about the inevitability of this brand, I thought of Michelangelo. I felt certain that, like a sculptor, ...

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