Touchstones
touch·stone /ˈtəCHˌstōn/
noun: touchstone; plural noun: touchstones
a standard or criterion by which something is judged or recognized.
There's a time for original creativity. And there's a time to put your original creativity to use.
One, you start from scratch. The other, you use touchstones.
The things you know and believe about yourself.
The things you believe. The things that make you matter. The places you've been. The journeys you learned from. The reason you do what you do.
You don't begin from nowhere.
You begin with your memory of that time you shared together that matters to them as much as it does to you.
Your memory is your touchstone.
When you write about your business, you use touchstones as well.
And that's what helps you communicate clearly and compellingly about what you believe.
But how does your team access those touchstones?
When you create something of value for someone else to understand, they need these touchstones to be able to access that same emotional tone and sense of history and significance of what you do.
They should use the same words you use. The same phrases. The same tonality.
And the people they work with should be able to do the same.
And those touchstones enable your most important people to tell your story on and on and on to other important people.
So that they feel you the same way you feel about you.
That is The Sheet.
The thing that helps everyone around your brand tell the same story the same way every time.