A stagnant site is costing your more than you think

A few years back, right after we merged The Storie Co. and A Morales Production to become Bright & Gray Creative, I got invited to a networking event. Honestly, I almost skipped it. We were still figuring out who we were as a new brand, and the last thing I wanted to do was hand out business cards with an identity that wasn't fully formed yet.

In January, we did our annual all-staff meeting, and then I scheduled 1:1 meetings with every team member to do a SWOP.

Yes. SWOP. You’re probably thinking, “Wait. Isn’t it SWOT?”

Yes. It is. Strengths. Weaknesses. Opportunities. Threats.

But when I sat down to plan those meetings, the “T” didn’t sit right with me. We weren’t analyzing competitors. We weren’t mapping out market risks. We were talking about our people.