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Published on December 24th, 2008 | by Rahel Bailie


Keep creating unexpected value

I ran across a Twitter post that led me to a blog entry where the line appeared: keep creating unexpected value. This line quite resonated with me, as it’s always been part of my philosophy to under-promise and over-deliver. So what a great, succinct way of expressing it. Create unexpected value. What does this look like to your clients, your colleagues, your network? It can mean creating an unexpected, brilliant option in a strategy document. It can mean adding a deliverable that fits within the budget but isn’t on the list. It can mean taking a bit of work off someone else’s plate when you know you can knock it off as a side-task to something else you’re doing. It can mean passing a piece of work on to someone you know can do a brilliant job of it, when you could squeeze it in but choose to share the revenue. It means giving newbies a leg up by giving them a chance to gain some experience, when it might be more convenient to hire someone experienced or do it yourself.

What a great concept. I’m going to make 2009 my own year of creating unexpected value. What better way to create a great user experience for those who deal with me in a professional capacity?

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About the Author

Rahel Anne Bailie is a synthesizer of content strategy, requirements analysis, information architecture, and content management to increase the ROI of content. She has consulted for clients in a range of industries, and on several continents, whose aim is to better leverage their content as business assets. Founder of Intentional Design, she is now the Chief Knowledge Officer of London-based Scroll. She is a Fellow of the Society for Technical Communication, she has worked in the content business for over two decades. She is co-author of Content Strategy: Connecting the dots between business, brand, and benefits, and co-editor of The Language of Content Strategy, and is working on her third content strategy book,

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