Encapsulation

I have a friend who used to be a professional chef. Before that she was a doula, someone who supports women giving birth. Let’s call her Emma. 

Emma started bringing new mothers bone broth after births. Really good nutrition. She would get text messages from them saying, “oh my gosh your broth is so good” they’d say. Then she started making full meals and bringing them in jars. Over time she took on clients only for food and not doula work. Her phone and inbox was filled with people enjoying her creations all the time. 

There is something about the moment you put something into a jar or on canvas or any form that can be shared in a way that people can enjoy your creation even when you are not there. When you put a label on something and package it, you enter a sort of contract. You’re agreeing with the recipient, this will be “this” and not something else. 

Larger brands pride themselves on consistency. A Starbucks coffee is going to taste like a Starbucks no matter where in the world you are. 

We can learn something from these big brands. The idea of committing to keep showing up in a somewhat consistent way with our offering to people. It doesn’t mean you can’t change it up. You’re whole shtick could be surprises, but then be consistently surprising. “You’re shackling me. You’re harshing my creativity!” you might say. It is a boundary. It doesn’t mean you can’t be creative, you can. Just not through that channel. Put that creativity in another jar. How would you feel if you ordered toilet paper on Amazon and got cat food? Probably not great.