Want to Better Serve Your Clients? Become Them.

I thought I understood my clients’ needs. Then I started doing the same work as them—and realized how much I had to learn. It was humbling, but it also made me better at my job.

Back in 2001, I cofounded an agency called Love, which designs brands, packaging, communications campaigns, and experiences for the likes of Jim Beam, Johnnie Walker, and Guinness. Over the years, we’ve come up