Over the last few years there have been a number of concepts, people, and ideas that I’ve realized I never want to be associated with in the field of graphic design. In general, it all comes down to avoiding bullshit, and those who spew spew it.

As of now, I’m slowly compiling a list of words I never want to be associated with. They’re in no particular order, as each is special in their own way.

1. Branding
2. Consulting
3. Strategy
4. Synergy

The word branding has long disgusted me. It’s far too damn vague. I don’t want to consult, be a consultant, or do consulting. I want to create things, and work with people. Not get paid to nod my head and tell someone what they’ve thought of is worth moving forward with. That is what coworkers and friends are for.

As for strategy, it’s bullshit. Not actually strategizing things, but using the term in a sense to sell myself, no thank you. I know it works for many, and I’m sure they can back it up. However, for me, it sounds once again like I’m trying too hard to sell what I can do by talking about it instead of actually doing it.

As for synergy, that has corporate nonsense oozing out of every crack.

I know the list will grow. It has to, because as an INTJ, I know what I dislike just as much as what I like.