A graphic designer works for decades to master the tools of her trade. Not just the design programs and fonts she uses, but her discernment, her eye and her empathy—the intangibles that clients value in the end result. Things the designer doesn’t add as line items on her invoice.

Value creation isn’t only about what’s exchanged in a transaction—the logo, the sandwich or the software. Value is more than the usefulness of things. Value is about utility and desirability.

If we want to be valued for both the skills that differentiate us and the work that brings us joy, then we must find ways to articulate that value to our customers. Better stories create value.

Image by Ionut Coman