Maitri Quest

Unless one actually does it for a living (or is aspiring to do it for a living) people tend to think writing is easy. Ha. Writing, good writing, excellent writing, is actually very hard, and for a very good reason, it has rhythm, purpose and allure. It beguiles, explains and seduces. It entertains - how else can we explain that we humans, very physical beings that we are, can be completely enthralled by a series of squiggles on a page?

My partner Georgia and I have spent the past couple of weeks nose-to-the-wordsmithing-grindstone on a pretty exciting and ambitious project, Ignite Inc. and their first product CritiqueIt, a tech launch that will literally revolutionize how people create their work. We have been editing the mini business plan (to debut at the holiday party tonight along with a product demo), and doing our best to suss out and bring forward the clearest and most persuasive language our clients have come up with. Fortunately for us Alexa Fleur and Ashley Bradford are very creative, and we had much to work with. Then we added our own polish and twists and terminology until it was one appealing little beast. We wanted readers to think, "oh, I can't wait for this!" and frankly we think we hit it.

It doesn't hurt at all that the CEO of the company, Alexa Fleur, is one super talented graphic designer (take a moment to read her blog about the adventures of a brand new CEO here - and yes, that is all her own original art work!) besides being a truly groundbreaking ideator. So the mini not only reads well, and sound enticing, it's all wrapped up in a sexy beautifully designed little package. Sweet.

Now I'm moving onto the company's initial website, trying to call up the magic again. You'd think that since we got the mini down pat it would easier. Ha again. The job now calls for capturing the imagination when attention spans are often at their most fractured. I'm inspired, but restless as I humbly call on the muse for inspiration (dictionary and thesaurus at my fingertips). I will feel like a truly accomplished human being if I ever get a handle on how my own creative process works (all I know is that today a good breakfast out, and a brisk walk are in order).

Curious about what the heck this product actually is? I won't share the website just yet, but here's a very short sweet version on the mini plan as a movie.