You hired someone to make the graphics, build the sales page, design the PDF or update the website. They did the work… but somehow, 20 minutes later you’re back in there changing things yourself.

Maybe you only meant to swap out one photo or tweak a colour, but changing that colour means something else doesn’t work anymore. And while you’re in there, you notice the spacing on another section, and actually… that paragraph could probably use a rewrite too. What felt like a five-minute change has somehow taken most of the afternoon.

And then it happens again tomorrow…

For several years, I wasn’t really sure what my job was anymore.

If you’ve been around for a while, you’ll know that I started my business as a graphic designer and brand strategist. Graphics, websites, branding—all the design stuff. That was me. That was what I did.

And if you’re new here, you’re now caught up. That is the very, very shortest version of my first decade in business.

But somewhere along the way, “graphic designer” stopped describing a lot of what I actually did…