Lessons in the “In Between”
Society often celebrates the beginning and the end of something, but the important work happens “in between” those two moments.
The “in between” work is not pretty, but absolutely necessary to the process.
It was October 2010 when we filed the paperwork and took a chance on an idea called, Whiteboard. Fast forward to today and you’ll find a team passionate about the internet’s capabilities and helping purpose-driven organizations bridge the gap between brand strategy and digital experience.
In between the work we started and the work we’ve completed are the moments that have mattered most.
It’s the in between work that has taught me the most about discipline and sacrifice— the good ideas, bad ideas, meetings, countless meetings, emails, infinite emails, designs approved, designs rejected, etc.
If you want to do something you love it also means showing up to do necessary tasks in between your work today and the work you hope to accomplish.
In high school I worked at a local furniture store on the weekends. Before customers arrived I would peruse the parking lot picking up trash and cigarette butts.
The in between is full of moments most people will never see.
They’ll never know what it really took for a project or idea to ship.
They’ll never understand the anxiety that comes before victory.
They’ll never see the e-mail you sent in the middle of the night that swayed a decision.
They’ll never understand all things you sacrificed to come through on a commitment.
Businesses live and die by what happens in between the work they accomplish.
I’ll say it again — if you want to do something you love it also means showing up to do necessary tasks in between your work today and the work you hope to accomplish.
The in between is a good thing. Keep pushing.
