One of the curses of being independent, of being untethered from an employer or job title, is that you are doomed to constantly question *what* it is that you do, and *who* exactly you are.
These can be deep existential questions. But useful ones.
At the beginning of the year - rolling off a big client project and finding myself with some free time - I began this introspection in earnest. Partly trying to push myself to find more of the interesting work that would stretch and excite me - and partly just to try and find a language to use to attract more clients.
(Yes, dear freelancer, when client work ebbs and flows so will your levels of introspection)
I shared a Google doc with friends (titled: "defining my independent work"). That stirred up some emotions and provocations but also highlighted the fact that I didn't even yet know the right questions to ask.
I found a professional coach to work with (recommended!). That helped find some of the right questions to ask.
I noodled.
And, finally, I doodled.
I don't think doodling in and of itself is the answer - but as the pressure release for all of the above (and, perhaps, a little too much coffee) things all of a sudden started to.... make sense? This was the diagram:
Sure, it probably doesn't make a lot of sense on it's own. But this is the kernel of the idea of "Media Design" coming to life. A unifying idea to tie together the threads of my work.
What is media design? I'm going to get to that, but first let's talk about the S-word.
I'm going to be honest - part of this whole exercise is an attempt to get away from SEO. I dislike much of the approach that the typical SEO industry takes, disagree with some of the fundamental ideas and try and distance myself from much of the industry in-fighting. But.... I've spent over a decade now working on the web and either directly or indirectly involved in SEO. It's what a lot of people know me for.
There's probably a reason my coach started calling it the S-word. I have strong feelings about it. Best not to name the beast.
But.... here's the thing. It's not that I don't believe that "traffic from Google" is a thing. SEO is alive and well as a tactic and channel.
And SEO is often the bridge to clients and projects for me personally.
The thing is, I believe that all of the really valuable work for clients I've done over the past 4 years comes from a broader skillset. An informed understanding of SEO, sure, but driven from a place of branding, user insights, org design, strategy and more.
Hence the introspection about defining and describing the work I do.
And I think I'm getting somewhere! This notion of Media Design - my early stab at a definition here:
Media Design is the practice of designing effective systems of content within the overlapping ecosystems of technology, distribution, production and experience.
By it's nature, media design is anti-disciplinary. Purposely broad to encompass and keep in the field of view all the necessary components of successful marketing / content / growth. It's not a slight on SEO, or even distancing myself from the tactics of SEO. But rather it's a broadening of the horizon. A lifting of the head to see what the far line of sight might reveal.
Who knows where this rabbit-hole goes. I don't think the axes of media design are quite right. I don't think I've nailed the definition.
There are more diagrams to be drawn.
There are case studies to detail.
There are, I think, perhaps, a set of principles for Media Design.
We'll get to all of that. This is just the beginning.
For more words and a less personal story about what Media Design could and should be head over to the blog (and almost no mention of the S-word!):
https://tomcritchlow.com/2018/07/25/media-design/
That's all I've got for now. I'd love to know what you think. Hit reply with your thoughts. There's only 165 of you, I can guarantee a reply if you reach out.
Much love to my fellow freelance inner-cave-divers plumbing the depths of introspection.
Tom
PS - there's a bunch of new subscribers this week that came via a mention in Sentiers. If you came via Sentiers, welcome! I don't usually post such personal updates, usually there's a few more links. But also, I like to keep you on your toes. If you *don't* know about Sentiers then please, please go sign up! Lots of really good stuff.
PPS - what is is it about tinyletters that invite such personal comment and reflection? Maybe the clue's in the name. These things feel more like fireside chats. More sub-surface. More hidden (despite these things being public on the web....). Long live the intimate tinyletter.
These can be deep existential questions. But useful ones.
At the beginning of the year - rolling off a big client project and finding myself with some free time - I began this introspection in earnest. Partly trying to push myself to find more of the interesting work that would stretch and excite me - and partly just to try and find a language to use to attract more clients.
(Yes, dear freelancer, when client work ebbs and flows so will your levels of introspection)
I shared a Google doc with friends (titled: "defining my independent work"). That stirred up some emotions and provocations but also highlighted the fact that I didn't even yet know the right questions to ask.
I found a professional coach to work with (recommended!). That helped find some of the right questions to ask.
I noodled.
And, finally, I doodled.
I don't think doodling in and of itself is the answer - but as the pressure release for all of the above (and, perhaps, a little too much coffee) things all of a sudden started to.... make sense? This was the diagram:
Sure, it probably doesn't make a lot of sense on it's own. But this is the kernel of the idea of "Media Design" coming to life. A unifying idea to tie together the threads of my work.What is media design? I'm going to get to that, but first let's talk about the S-word.
I'm going to be honest - part of this whole exercise is an attempt to get away from SEO. I dislike much of the approach that the typical SEO industry takes, disagree with some of the fundamental ideas and try and distance myself from much of the industry in-fighting. But.... I've spent over a decade now working on the web and either directly or indirectly involved in SEO. It's what a lot of people know me for.
There's probably a reason my coach started calling it the S-word. I have strong feelings about it. Best not to name the beast.
But.... here's the thing. It's not that I don't believe that "traffic from Google" is a thing. SEO is alive and well as a tactic and channel.
And SEO is often the bridge to clients and projects for me personally.
The thing is, I believe that all of the really valuable work for clients I've done over the past 4 years comes from a broader skillset. An informed understanding of SEO, sure, but driven from a place of branding, user insights, org design, strategy and more.
Hence the introspection about defining and describing the work I do.
And I think I'm getting somewhere! This notion of Media Design - my early stab at a definition here:
Media Design is the practice of designing effective systems of content within the overlapping ecosystems of technology, distribution, production and experience.
By it's nature, media design is anti-disciplinary. Purposely broad to encompass and keep in the field of view all the necessary components of successful marketing / content / growth. It's not a slight on SEO, or even distancing myself from the tactics of SEO. But rather it's a broadening of the horizon. A lifting of the head to see what the far line of sight might reveal.
Who knows where this rabbit-hole goes. I don't think the axes of media design are quite right. I don't think I've nailed the definition.
There are more diagrams to be drawn.
There are case studies to detail.
There are, I think, perhaps, a set of principles for Media Design.
We'll get to all of that. This is just the beginning.
For more words and a less personal story about what Media Design could and should be head over to the blog (and almost no mention of the S-word!):
https://tomcritchlow.com/2018/07/25/media-design/
That's all I've got for now. I'd love to know what you think. Hit reply with your thoughts. There's only 165 of you, I can guarantee a reply if you reach out.
Much love to my fellow freelance inner-cave-divers plumbing the depths of introspection.
Tom
PS - there's a bunch of new subscribers this week that came via a mention in Sentiers. If you came via Sentiers, welcome! I don't usually post such personal updates, usually there's a few more links. But also, I like to keep you on your toes. If you *don't* know about Sentiers then please, please go sign up! Lots of really good stuff.
PPS - what is is it about tinyletters that invite such personal comment and reflection? Maybe the clue's in the name. These things feel more like fireside chats. More sub-surface. More hidden (despite these things being public on the web....). Long live the intimate tinyletter.