Observing.
What if you looked through another window?
Shift your perspective.
Slide between what the business says and what a person encounters.
A visual example: sliding brings intention and experience into relation.
The same place can tell two different experiences.
Taking things for granted is comfortable. Observation opens a possibility: noticing what we have stopped seeing because we are too close.
A business communicates through how it welcomes, responds, presents a product and builds a relationship. Advertising is only one of its expressions. We observe the system before working on an individual message.
We bring intentions alongside behaviours, internal language alongside external perceptions. Our perspective looks for connections and inconsistencies: to make new directions for work visible, rather than give a score.
Try changing
perspective.
Go through your website as though it were your first visit. Then enter your workplace with the same perspective. What does the first promise? What experience does the second offer?
A picture of existing communication and its points of tension.