if i had to start over tomorrow, i wouldn't try to be a better designer. that race doesn't end. someone's always faster. someone's always cheaper. someone's always got a shinier profile.

i'd go look at what everyone else is offering. properly look. and then find the thing nobody's doing.

that's the gap. that's the whole thing.

and then, this is the part people skip, you say it. out loud. over and over until it's boring to you and obvious to everyone else.

because a gap you found and never talked about is just a hunch you had once.

Finding the gap instead of trying to out-skill everyone already in it is genuinely the smarter play

One of the biggest reasons I pour everything into my work is, at the end of the day, to give my clients the feeling that they've just bought something incredible. I want every share to put a smile on their face, and every piece of work to spark an idea they'd never thought of. This is why I treat every project like a partnership, not just a transaction. And every time I do, we're left with the best testimonials. The work for Guillotine was no different. In the words of the founder: "I felt like an important part of the process", "Really couldn't recommend highly enough!"

This is awesome alex