I was selling the wrong thing for eight years

I had a moment last week I can't stop thinking about.

I was rebuilding the website. Sitting there reading my own copy back and the whole time something felt off. It was clean. It was professional. It was full of the right words.

And it sounded like every other agency on the planet.

I sat with that for a while. Why does my own website sound like the thing I've been telling clients not to be?

Then it hit me. I wasn't selling what I actually do.

For eight years I've been behind a camera filming for some of the best in the world. Athletes, brands, big stages. And every single one of them was sitting on a story they weren't telling. The decision they nearly got wrong. The thing the customer never sees. The reason they do it the way they do.

Gold. Every week. Just getting thrown away.

That's the thing I've been quietly fixing for clients for years. Not the production. The story.

But on my own website I was selling production. Process. The stuff that looks the same on every agency site in the world.

I was breaking my own rule on my own page.

So I went back through the whole site and ripped it apart. Cut the word content almost everywhere. Replaced it with story. Cut every section that was explaining instead of creating curiosity. Cut every sentence that sounded like it was apologising for existing.

What was left was way shorter. Probably 70 percent shorter. And it sounded like me for the first time.

Mine wasn't.

It is now.