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When you work somewhere long enough, you start to sound like the brand. You know the shorthand, the stories, the in-jokes, the borrowed phrases from old pitch decks. But what happens when that voice no longer fits?
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India Johnson
There’s a particular face people make when you tell them you’re writing about property tax. It sits somewhere between sympathy and confusion, like they’re trying to figure out what terrible life choices led you to this point.
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You’d think that helping a company “find its voice” would be a creative playground. And it is — but not in the way most people expect.
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