"Every day, we are presented with opportunities to help make someone's day, or life even, a little bit better. When a new project comes in, we have a choice. We can take the easy route and just do what is being asked of us; or, we can choose to go beyond the assignment and look for a bigger opportunity to help make products and services more meaningful to people. Sure, it might be harder work than just doing what was asked, but from harder work comes greater reward. We just have to start asking different and bigger questions.
Stop just looking for ways to 'build brands' through messaging and start looking for ways to actually help people have better days and build better lives."
Read Paul's full post here.