It Starts with a Press Release — Organize Thinking Before You Design a Flyer

This morning, while listening to the My First Million podcast’s episode titled “How to be a better writer in 60 minutes,” I was struck by the hosts’ assertion that good writing is synonymous with good thinking. This principle was vividly exemplified by Jeff Bezos’s decision in 2004 to ban slide decks at Amazon in favor of well-structured narratives. He understood that while flashy presentations might mask deficiencies, a well-crafted memo forces clarity and rigor of thought.

At Mosaic, we embrace this ethos wholeheartedly. When clients approach us for a flyer, we resist the urge for immediate design work and instead advocate for a preliminary step: crafting a press release or a key messaging document. This format, with its demands for who, what, when, where, and why, serves as a litmus test for the coherence and viability of the project. If these fundamental questions cannot be answered, then the need for a flyer is called into question.

Why do we insist on this thought-work before diving into design? Because we firmly believe that a well-thought-out project is a successful one. We understand that while aesthetics can enhance appeal, true value lies in intentionality and robust planning. As the saying goes, we’d refuse to put a band-aid on a broken bone.

Photo by Karolina Grabowska: