From Beach to Brand

I am lazy. But not in the sit-around kind of way. I’m lazy in the I-don’t-want-to-waste-my-time kind of way. I simply have other things I’d rather be doing. Along the way, I’ve stumbled upon a concept I believe is universal, and one that guides decisions in business.

None of us want to do more than we need to, especially when the task produces limited value. I call this the Principle of Efficiency: the desire to be effective without wasting effort. At home, it shows up when I carry too many bags from the car or set routines like Sunday laundry. At work, it’s about prudence—helping clients get the job done without getting in the way, yet still doing it right. This kind of work is normal, even necessary, but while efficiency can deliver impressive results, they’re not always the most rewarding.

That’s where the Principle of Enrichment comes in. Efficiency minimizes input; enrichment multiplies output. These are the moments when results outweigh effort: the day at the beach, the family vacation, the book that sticks with you. The same applies to our work. Frameworks like Purpose Market Fit and Promise Market Fit focus on enrichment, often producing results beyond what we imagined. For clients, it means clarity, intention, and growth. It requires resources, but the return is undeniable.

Not every company can live in enrichment mode, just as every day can’t be a beach day. Balance is essential. Too much efficiency and life feels hollow. Too much enrichment and ideas never land. Like Yin and Yang, each contains a piece of the other. Even in efficiency, there’s room for enrichment. Even in enrichment, efficiency keeps things real.

For our clients, we strike that balance. Websites on tight deadlines still get brand strategy love. Open-ended branding assignments still spark product launch ideas. We’ve worked this way for years, but now we do it with intention. Does that make us lazy? Yes, but in the best way possible.