Why I’d rather teach fishing than just serve the fish

Nice is nice – but not enough

I’ve never just thought, “How can I make it pretty?” For me, design has always been a tool – a way to make things simpler, more flexible, more independent. For my clients, and for their clients.
Because if only the end users benefit, something’s missing. It also has to help the people who hire me. They need a solution.

An insight from recent years

This isn’t something I realised from a single project. It’s a pattern I’ve seen over years of working independently. Something I’ve always felt – but can now put into words: I don’t want to work on the surface. I want to give my clients tools that make them more flexible and help them reach their goals faster. That’s what gives something back to me – knowing my work actually makes a difference.

Fishing instead of fish

If I only deliver a pretty final product, the effect often fades faster than I’d like. But if I create structures, systems, or tools that last, my clients still benefit from them a year later. And that’s what matters.

A thought for you

In your next project – whether it’s a website, branding, or a campaign – ask yourself: Are you just giving the fish? Or are you helping them learn to fish?
The second option usually makes the bigger difference – and lasts longer.