Telephone rings. Sunny picks up. It’s a lady who needs a website. Ike Rosier is her name. She’s a lawyer. She's made an impressive career in the big law firms. Decided to work smaller, in a partnership with three other lawyers. Decided she wanted to be more herself. Decided to start her one-woman-firm.
That’s where we are now. And now she needs a website, she says. Recommended by boatman Bruno Tideman, she calls Sunny.
Question: could you please write my website?
Yes, but no, Sunny says.
First we need your essence. Your tag line, your pay-off, that small sentence underneath you name, that says it all. When Sunny’s got your essence, and only than, we can fill in your website.
Because you can write whatever website you like, whatever flyer or advertorial: if you don’t know your essence, you will not be heard as clearly as is possible. Only, yes ONLY, when you know your essence you will talk very NATURALLY and very INPIRING. About yourself, your business, your product.
Get your essence straight. And become that person people turn their head for when you walk on by.
ESSENCE FIRST. COMMUNICATION SECOND. Sunny will go even further: when you know the essence, the way you communicate is less important. When you know your essence, when you are standing on your unique coordinates, people will find you anyway. ANY WAY.
Back to our lawyer, Ike Rosier.
WHAT ARE YOU DOING?! Sunny needs three interviews. To get to know what she is doing, why she’s doing what she’s doing, and to discover what makes her so good in what she is doing.
Sunny’s discovery: it’s in her words. It’s the way she speaks, writes, is being silent that makes Ike Rosier the lawyer you want to work with.
With all her knowledge, her wisdom and experience she handles every situation very solid. Her goal is to keep people out of court, to keep the situation in your own hands. Once it’s in court, it is the judge who decides. She wants you to decide what is the best outcome. And she walks with you, as a firm mediator with the expertise of a lawyer.
Her tagline? Le mot juste. French for: ‘the right word’. That’s her absolute strength, to find the right words, the words that do right, that do justice. Le mot juste.
THE RIGHT WORDS Now what are the right words?
Firm words. That make you move forward again.
Words of hope. Because an end is also a new beginning.
Words for the children. So they won’t become the victim of this situation.
Words of the law. If there is no more willingness to solve this together.
Words that soften painful things. By naming them.
Words that make a joke. That make you laugh again.
Words that are crystal clear, to make solid arrangements between all parties. Black on white.
Creative words. That make possible the impossible.
Words that give direction. So you know exactly where you’re standing.