Jon KayeJuly workshop →

Fax Club

One question, every week for a year

For a year, I was part of a secret club. Every Friday, a question arrived by fax. I answered it. So did 100 other strangers. We were all anonymous. There was no point to it. Or was there?

What if one question could change how you think?

Question

If your customers run your business for a month, what is the one new product or service that they would launch? And how do you know?

Answer

I’m a creative.

My ‘customers’ don’t know what I know. And that’s kinda the point.

That why they’re customers of mine.

If they took over? If they decided the content, the direction and the vibe?

I’m tempted to say chaos would rule.

But perhaps, instead, they’d realise that they already know what they need.

They are maybe overwhelmed. And frustrated.

But they might just realise that if they don’t take creative control of their own path, they’re going to spend the next year stuck in limbo.

But if they do take charge, they might just unlock the confidence to treat their own views and their own vision like something worth sharing.

And that’s more valuable than any product I could come up with.

Each week, one question and one answer will appear here. Come back to see if it's the question you need to hear.