“But wait…how are clients supposed to know who the good ones are?”
If they work for us, they’re good — no title required.
The Quest for Words
One of our graphic design partners once said, “Any job title with more than three words is bullshit.” And it’s so true when you meet people with full sentences under their names on their email signatures. Ask them what they do and they can’t give you a straight answer. “Well…I kinda do this, with a bit of that, but I’m actually supposed to be doing the other.”
And it’s not their fault. It’s the system we all work in that equates quantity with quality when it comes to job titles. If you’re a high-quality professional, you don’t need superlatives. CEO. Centre Fielder. Proofreader. Plumber. Easy.
Judge the logo. Not the title.
What do you call the guy who graduated last in his class from Harvard? A Harvard grad. If he was smart enough to get in and smart enough to get his degree, you know he’s worth a look. When you’re evaluating talent, pay less attention to what they do and more attention to who they do it for. A Google technical analyst is not the same as a Yahoo technical analyst. A BMW car designer is not the same as a Lada car designer. And a Re:word copywriter — well, you get the idea.