I also would like to offer the corollary is what Seth Godin has been saying for some time, and Simon Sinek has picked up on so wel: “The point is not to do business with everybody, but those who think and believe as wel do.”

Because ultimately, as long as we’re here to serve, and we deliver actual value, there will be people out there for whom we are just right, and vice versa. And it should be a whole lot easier to find the appropriate voice for/with them.

And even if we’re writing for others, I think this still applies for us – and our clients.

P.S. You got me smiling with the Joey Tribiani reference.

Best wishes from Scotland,

Matthew